Thu September 26 07:34 pm 2019 in category Company news

Nokian Tyres Expands Presence at Ski Resorts Across North America

The premium tire company has extended its partnership with POWDR, an adventure lifestyle company with a portfolio of world-class mountain resorts.  

PARK CITY, Utah – Nokian Tyres, the inventor of the winter and all-weather tires, has extended its status as the Official Tire of POWDR, an adventure lifestyle company with a collection of world-class mountain resorts, experiential action sports destinations and adventure experiences.

The three-year contract extension provides new opportunities for resort guests to learn about the benefits of Nokian Tyres, which provide peace of mind in all driving conditions by making some of the safest, most sustainable tires in the industry. The Scandinavian tire manufacturer will interact with more skiers and snowboarders than ever before through engaging appearances at special events, contests and giveaways, and unique consumer experiences at POWDR resorts from Oregon to Vermont.

Resorts included in the partnership are:

  • Copper Mountain (Colorado)
  • Killington Resort (Vermont)
  • Pico Mountain (Vermont)
  • Eldora (Colorado)
  • Bachelor (Oregon)
  • Snowbird (Utah)

“Our partnership with POWDR has allowed us to share our mission of safety and sustainability with skiers and riders throughout North America,” said Nokian Tyres Director of Marketing Hans Dyhrman. “We are gratified to expand the relationship, because we believe POWDR guests share our values and truly benefit from our premium products.”

Nokian Tyres and POWDR began their collaboration in 2017 and have enjoyed two successful seasons in partnership together. The tire company has appeared at resort events to teach guests about tire safety, hosted product launch events at POWDR resorts, and provided unique giveaways that added immense value to guests’ mountain adventures.

“Nokian Tyres has been a great and complementary partner to POWDR’s mountain resorts in our pursuit to enable the adventure lifestyle. We are excited to expand our partnership with Nokian Tyres while continuing to share their important safety and performance benefits with our hard-charging resort communities,” says Steve Metcalf, POWDR Vice President of Partnerships.

The POWDR partnership is one of many ways Nokian Tyres is reaching out to drivers throughout North America. The company recently launched a campaign to inform consumers of its all-weather tires, which are suitable for year-round driving in areas that receive wintry weather, unlike all-season tires.

Nokian Tyres is nearing the start of commercial tire production at its new North American factory, which will annually produce millions of tires that are tailored the needs of drivers throughout the continent. More information about the Dayton, Tennessee factory is available at NokianTires.com/DaytonFactory.

For more information:

Nokian Tyres plc

Wes Boling, Marketing Communications Manager



Twitter  I YouTube I Facebook I Instagram I LinkedIn

About Nokian Tyres

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


POWDR is an adventure lifestyle company that offers awesome experiences in amazing places. Within POWDR’s portfolio are ten mountain resorts including Copper Mountain and Eldora Mountain Resort in Colorado; Killington and Pico Mountain in Vermont; Boreal Mountain Resort and Soda Springs in the Lake Tahoe region of California; Mt. Bachelor in Oregon, Lee Canyon in Nevada Snowbird and Woodward Park City in Utah. POWDR owns the Woodward experiential action sports company which includes Woodward PA, Woodward Copper in Colorado, Woodward Tahoe, Woodward West in Stallion Springs, CA, and Woodward Riviera Maya, Mexico. Outside Television is the national active, outside-lifestyle programming network subsidiary of POWDR, Sun Country Tours in Oregon is the company’s river rafting outfitter, and Powderbird, based out of Snowbird in Utah, is POWDR’s heli-adventure operator. POWDR is headquartered in Park City, Utah with offices in Louisville, CO. www.POWDR.com.