Nokian Tyres Partners with Silverstar Resort to Keep Drivers Safe in the BC Mountains

Winter tires are required in many parts of British Columbia between October 1 and April 30, and the inventor of the winter tire, in conjunction with retail partner Kal Tire, is teaming up with SilverStar Mountain Resort to raise awareness of tire safety this season.

Nokian Tyres and POWDR have expanded their partnership to incorporate SilverStar, which sits 22 kilometers northeast of Vernon, B.C., where major Canadian tire dealer Kal Tire is headquartered. The trio is teaming up to help drivers stay safe on their way to the slopes this winter season and beyond.

Nokian Tyres’ strong brand presence at SilverStar will include signage throughout the resort and opportunities for guests to win tires and other prizes. The goal: to leverage the tiremaker’s winter expertise to help drivers make smart driving choices this season.

“We are excited for all things winter at SilverStar and having a partner like Nokian Tyres is a great addition for helping guests get safely to a place they come to share in winter fun,”

said Ian Jenkins, Director of Marketing at SilverStar Mountain Resort. “We all know mountain roads can be an adventure, so encouraging safe winter travel is key for us. Also, with the many activations we have planned alongside Nokian Tyres, I think our staff and guests will enjoy what this will bring to the experience here at SilverStar.”

“We’ve been passionate about winter driving safety since the 1930s, and we’re eager to partner with SilverStar to remind Canadians to equip their vehicles with the right tires this season,” said Nokian Tyres North America Director of Marketing Hans Dyhrman. “Even better, we’re able to direct consumers to a respected retailer like Kal Tire to manage their driving needs.”

Nokian Tyres invented the winter tire in Finland in the 1930s, and the global tiremaker remains a leader in the winter, all-weather and all-season segments. It develops its legendary Nokian Tyres Hakkapeliitta winter tires north of the Arctic Circle at the world’s largest winter tire test facility. The company’s all-weather and all-season products come from its award-winning North American factory in Dayton, Tennessee.

“Dedicated winter tires are the safest option for drivers in the Okanagan region this time of year, especially for people who are driving to SilverStar for winter activities,” said Dyhrman. “It’s important that drivers shed their all-season tires and install a set of Hakkapeliittas at a Kal Tire location near them.”

SilverStar has a rich history as one of Canada’s oldest ski resorts. Since 1958, it has delighted guests with diverse, playful terrain that benefits from an average of seven meters of snow each year. SilverStar’s mountain village includes an array of winter activities and lodging, as well as more than a dozen charming cafes, restaurants, pubs and lounges.

Kal Tire serves drivers at more than 260 retail stores across Canada, including more than a dozen tire shops in the Kamloops, Kelowna and Vernon footprint. It is a trusted partner for drivers, industries and fleets because of its expertise, make-it-happen approach and diverse tire lineup.

Nokian Tyres and POWDR enjoy a robust partnership that includes tire safety messaging, consumer giveaways and event activation at resorts across North America. In the first two years of their “Buy a Pass. Plant a Tree. Play Forever” program, the partners helped restore hundreds of acres of deforested land.

The Scandinavian tiremaker produces legendary studded and non-studded winter tires that help keep drivers safe in the most extreme winter conditions. It’s part of Nokian Tyres’ journey to a safer world; the company also has the lowest production emissions footprint of any global tiremaker and recently introduced its first dedicated EV winter tires, the Nokian Tyres Hakkapeliitta 10 and Hakkapeliitta R5.

Source: Nokian Tyres