Yokohama Canada illustrates use of tyre tread in non tyre items in a unique centenary celebration
Yokohama Tyre Canada is celebrating the company’s 100th anniversary this year with unique demonstrations of how Yokohama performance can enhance non-tyre items such as a surfboard, saddle and racing shoes.
Three craftsmen, called ‘Tyre Tailors,’ will incorporate Yokohama tyre treads into their non-tyre products, creating innovative designs and enhancing performance on their traditional creations, according to the tyre maker.
Visitors to Yokohama Tyre Canada dealers will be able to see the artistic applications this summer. Diana Colosimo, brand development manager for Yokohama Tyre Canada, said: “We are excited to showcase the quality of Yokohama products in a manner unrelated to traditional tyre performance. The Tyre Tailors will craft the products in a manner to which they are accustomed, relying on the performance, reliability and qualities of our tyres to enhance the performance of their creations.”
Yokohama Advan tyre treads were incorporated into racing shoes that create a smooth surface with which a driver can slip from pedal to pedal during heel/toe braking. Yokohama W Drive tyres, which are specifically built to maintain grip in cold, wet conditions, were used in a surfboard and allow for better grip, and Yokohama’s Geolandar A/T GO15 tyres were crafted into a rodeo rider’s saddle. The products will also be featured in an ad campaign that celebrates the company’s 100th anniversary.