POWDR Adventure Lifestyle picks Nokian as tire partner

© POWDR Adventure Lifestyle

Nokian Tyres and POWDR Adventure Lifestyle Co. announced a two-year partnership making Nokian Tyres the official tire partner for POWDR’s nine North American resorts.

“Since our and the world’s first winter tire rolled off the line in 1934, Nokian Tyres has focused on producing tires capable of performing safely in the most demanding conditions, especially the snow and ice of northern climates,” said Hans Dyhrman, director of marketing, Nokian Tyres North America. “Nokian Tyres customers enjoy the outdoor lifestyle, so we see a partnership with POWDR as an obvious opportunity to connect with consumers whose pursuit of adventures starts the moment they leave the driveway.”

Both brands strive to enable adventure-minded customers to pursue their recreational dreams – Nokian Tyres with the safety of elite-performance tires and POWDR with inspiring venues for unforgettable experiences. Both also share a commitment to environmental stewardship and promoting sustainability.

“POWDR is thrilled to partner with Nokian Tyres,” said Wade Martin, president of POWDR Enterprises. “Our brands are cut from the same cloth. We’re both committed to delivering memorable experiences in awesome places to our adventure-loving customers.”

As official tire partner, Nokian Tyres will have the opportunity to engage directly with an important target demographic of adventure seekers through on-site branding, as well as potential resort activations, including winter-driving classes, Nokian Tyres giveaways and premium parking for drivers sporting Nokian Tyres. POWDR’s nine North American resorts include:

More information about Nokian Tyres North America can be found at

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