Jul 28, 2016 NASHVILLE, Tenn.

New Bridgestone Digital Platform Showcases How Olympic Athletes and Tires are Built to Perform

Philip Dobbs, Chief Marketing Officer, Bridgestone Americas Tire Operations

We believe that elite performers are not born – they’re built, and Bridgestone’s own passion for performance closely mirrors that of an Olympic athlete in pursuit of gold.

Philip Dobbs, Chief Marketing Officer, Bridgestone Americas Tire Operations

Worldwide Olympic Partner launches Bridgestone Performance Institute to analyze and celebrate the pursuit of world-class performance

Bridgestone Americas, Inc. (Bridgestone), a subsidiary of the world’s largest tire and rubber company, has launched the Bridgestone Performance Institute, a digital brand experience now live online in the United States and Brazil. The interactive platform explores the parallels between elite athletic performance and Bridgestone tire innovation and will serve as the digital centerpiece of Bridgestone’s fully-integrated marketing campaign for the Rio 2016 Olympic Games.

The new hub features two primary points of engagement – Anatomy of Performance and Behind the Performance. Through immersive videos and content, as well as first-person insight from some of the world’s best athletes, consumers will be able to interact with the Bridgestone brand and its products like never before.

“We believe that elite performers are not born – they’re built, and Bridgestone’s own passion for performance closely mirrors that of an Olympic athlete in pursuit of gold,” said Philip Dobbs, Chief Marketing Officer, Bridgestone Americas Tire Operations. “Our Worldwide Olympic Partnership is an incredible platform through which we can engage our consumers around our history of innovation and commitment to being a global leader in tire technology. The Bridgestone Performance Institute is designed to bring our products, our longstanding support for sport, and our own relentless passion for world-class performance to life.”

Anatomy of Performance explores the many similarities between athletes and Bridgestone tires. Users can toggle through side-by-side, in-depth analysis videos that demonstrate how soccer players and DriveGuard tires are built for resilience, how swimmers and Potenza tires are built for precision, and how marathoners and Dueler tires are built for endurance – all showcasing the world-class innovation that drives performance at Bridgestone

Behind the Performance, launching in July, will bring consumers into the lives of three Team Bridgestone athletes – 2012 Olympic gold medalist and 2015 World Cup champion Kelley O’Hara (soccer), three-time Paralympic medalist Will Groulx (Paralympic cycling) and two-time Olympian Cullen Jones (swimming) – who each share personal stories of how they became the athletes they are today and shine a spotlight on the people who helped build their performance along their journey to the Olympic Games.

As part of its overarching marketing strategy, the Performance Institute will also be connected to Bridgestone’s upcoming television advertising campaign around the Rio 2016 Olympic Games, which will be the company’s first as a Worldwide Olympic Partner. Bridgestone Corporation proudly announced its official Worldwide Olympic Partnership with the International Olympic Committee (IOC) on June 13, 2014, making a long-term commitment to the Olympic Movement that extends through 2024.

To learn more about the Bridgestone Performance Institute and the company’s Worldwide Olympic Partnership, visit BridgestonePerformance.com.