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Mon September 9 02:03 am 2019 in category Company news

Nokian Tyres Debuts as Major Sponsor of the Colorado Classic

The Scandinavian tire company supported the elite women’s cycling race in the Rocky Mountains

DENVER, Colo. – Nokian Tyres furthered its commitment to safety, sustainability and equality by serving as a major sponsor of the Colorado Classic® presented by VF Corporation, one of the premier women’s cycling races in the world.

Nearly 100 of the world’s best racers from 16 teams competed in the four-stage race, which coursed through Steamboat Springs, Avon, Golden and Denver August 22 through 25. It was the first year Nokian Tyres sponsored the event, which was celebrating its first year as a standalone women’s race after previously hosting a men’s competition as well. For the second year, the tire manufacturer sponsored the Point S presented by Nokian Tyres cycling team, which competed in the event.

“Our company admires the strength and commitment of the women competing in the Colorado Classic,” said Nokian Tyres Director of Marketing Hans Dyhrman. “We’re proud to align ourselves with this competitive journey through the Rocky Mountains and grateful for a chance to support equality in sports.”

Nokian Tyres hosted a booth at the race that promoted safe, sustainable driving. The booth included a tire inflation game, a solar phone charging station and a novelty bicycle equipped with studded winter tires.

Company representatives educated cycling fans about the company’s products and discussed ways they can comply with Colorado’s new winter traction law, which places new requirements on drivers using I-70 through the mountains starting September 1.

The Scandinavian tire company is passionate about safety and sustainability. Its all-weather tires are well-suited for locales like Colorado, since they thrive in all four seasons and provide peace of mind in unpredictable weather conditions like the Rocky Mountain climate.

It’s not the first time Nokian Tyres has advocated for sports equality; in fact, that commitment starts at the top. Chief Executive Officer Hille Korhonen regularly competes in triathlons, including last year’s IRONMAN event in Chattanooga, Tennessee, just down the road from its first North American production factory. The company even hosts a triathlon for its employees each year in its native Finland.

The Colorado Classic featured WorldTour winners, Olympic champions, rising stars and collegiate champions. The race has earned the prestigious 2.1 classification by the Union Cycliste Internationale (UCI), one of only 13 women’s races in the world to achieve that designation.

Nokian Tyres is growing its presence in North America through marketing relationships such as this one. At the same time, the company is nearing the start of commercial tire production at its new North American factory. The facility will produce four million tires per year and employ as many as 400 workers once it reaches full capacity.

Nokian Tyres develops and manufactures premium tires for people who value safety and sustainability. Inspired by our Scandinavian heritage, we craft innovative products for passenger cars, trucks and heavy machinery that give you peace of mind in all driving conditions. Our Vianor chain provides tire and car services. In 2018, the company’s net sales were USD $1.8 billion and it employed some 4,800 people. Nokian Tyres is listed on Nasdaq Helsinki.

More information: www.nokiantires.com

About the Colorado Classic

The Colorado Classic® presented by VF Corporation is one of the premier standalone pro women’s cycling races in the world. In the four-stage road race August 22-25, 2019, nearly 100 of the world’s best racers from 16 teams competed, coursing through Steamboat Springs, Avon, Golden and Denver. More than a race, the Colorado Classic is also a movement advancing equity for women in pro cycling and sports.