Press Releases



Top Global Winter Tire Brand Joins Forces with North American Adventure Lifestyle Leader

PARK CITY, Utah, April 7, 2017 – POWDR Adventure Lifestyle Co. is pleased to announce a two-year partnership with Nokian Tyres, the number one global winter tire brand. Nokian Tyres will be the official tire partner for POWDR’s nine North American resorts: Killington Resort and Pico Mountain, Vermont; Copper Mountain and Eldora Mountain Resort, Colorado; Mt. Bachelor, Oregon; Boreal Mountain Resort and Soda Springs Resort, California; Lee Canyon Resort, Nevada; and Gorgoza Park, Utah.

“Since our 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. They also share a commitment to environmental stewardship and sustainable business.

“POWDR is thrilled to partner with Nokian Tyres,” says 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.

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POWDR is an adventure lifestyle company that offers awesome experiences in amazing places. Within it’s portfolio are nine 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 and Gorgoza Park in Park City. POWDR owns the Woodward youth experiences which includes Woodward PA, Woodward Copper in Colorado, Woodward Tahoe and Woodward West in Stallion Springs, CA. Through it’s ownership of Human Movement Management, POWDR fuels participation in the adventure lifestyle with a collection of festivals, themed runs and branded events. Outside Television is the national active, outside-lifestyle programming network subsidiary of POWDR, and Sun Country Tours in Oregon is the company’s river rafting outfitter. POWDR is headquartered in Park City, Utah with offices in Louisville, CO.

About Nokian Tyres
Nokian Tyres is the world’s northernmost tire manufacturer. The company promotes and facilitates safe driving in demanding conditions. It supplies innovative tires for cars, trucks and special heavy machinery mainly in areas with special challenges on tire performance: snow, forests and harsh driving conditions in different seasons. Nokian Tyres’ product development is consistently aiming for sustainable solutions for safety and the environment, taking into account the whole life cycle of the tyre. A part of the Nokian Tyres group, the tyre chain Vianor has 1,475 outlets in 26 countries. In 2016, Nokian Tyres had approximately 4,400 employees and net sales of approximately $1.5 billion.