From performance to purpose: driving Nokian Tyres toward everyday adventure

While most tire brands focused on motorsports and performance, Nokian Tyres took a different road. The brand embraced adventure, discovery, and the growing trend of using your car to explore nature — while always emphasizing that true freedom begins with everyday safety.

The new visual identity and campaigns positioned Nokian Tyres as a brand for those who seek confidence in all conditions, not just on the track. A story about tires became a story about enabling journeys — helping people feel secure and inspired wherever the road takes them.