Winter tire inventor drives new partnership with SilverStar Resort

Nov 20, 2023 | 6:30 AM

Winter tires are required in many parts of British Columbia between October first 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 SilverStar owner, POWDR, have expanded their partnership to incorporate SilverStar and Kal Tire. The trio is teaming up to help drivers stay safe on their way to the slopes this winter season and beyond.

Nokian Tyres’ brand presence at SilverStar will include signage throughout the resort and opportunities for guests to win tires and other prizes.

Ian Jenkins, director of marketing at SilverStar, said 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.

“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,” Jenkins said.

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“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,” Nokian Tyres North America Director of Marketing Hans Dyhrman said. “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 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,” Dyhrman said. “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 was founded in Vernon in 1953 by Tom Foord, and its head office is on Kalamalka Lake Road in Vernon.

Nokian Tyres and POWDR’s partnership 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.

by Kevin Rothwell

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