Goodyear - Case Study: Footwear, Apparel and other Consumer Products

Although the brand is best known for racing, Goodyear now has its hand in the footwear, apparel and other consumer product categories.

April 10, 2018

Beyond the Race Track: Good Times on the Horizon for Goodyear

With the help of its licensing agent, IMG Licensing, the Goodyear Tire & Rubber Company has transformed its brand into a global lifestyle franchise. Goodyear will also debut standalone stores in China and Mexico in the next few months.

An early frontrunner in auto racing, the Goodyear Tire & Rubber Company has built its reputation for nearly 120 years on its dedication to uncompromising standards and superior performance. Since the early days of racing when Henry Ford chose Goodyear tires for his 1901 Detroit Driving Club winning racecar, the Goodyear name has become an American brand synonymous with auto racing.

While the brand name and logo are familiar to fans of Formula One, NASCAR and NHRA drag racing, Goodyear also continues to design and manufacture tires for aviation, commercial trucking and heavy, earthmoving equipment in addition to passenger cars and light trucks. The Goodyear Blimp is an American icon.

“Goodyear tires have a strong heritage of performance, innovation and reliability. We’ve drawn on those core tech elements for premium-priced, licensed product lines such as technical outdoor clothing and performance footwear,” says Faurie. “The company also has vintage appeal, so that has become our other area of concentration for mid-tier merchandise.”

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