Dunlop Revives 'Treadheads' With New Pattern

LAS VEGAS, Nov. 3, 2004 -- Just a few days after unveiling its new Direzza DZ101 tire, Dunlop found several of its "in the know" drivers sitting "in the chair." The barber's chair, that is.

For the second year in a row, Dunlop is featuring its "Treadhead" promotion at the Specialty Equipment Market Association (SEMA) automotive aftermarket show in Las Vegas. To call attention to the Direzza DZ101, Dunlop is offering special hair styling in the design of the new tire's tread pattern.

"The Dunlop brand is appealing to real driving enthusiasts," said Andy Traicoff, Dunlop's director of consumer marketing in North America. "This is a fun way for them to express that enthusiasm."

Any SEMA attendee who is willing to sit for the 90-minute styling session walks away with the distinctive coif, a t-shirt designating him or her as an "Official Treadhead" and a set of Dunlop tires of the enthusiast's choice.

Dunlop is a signature brand of The Goodyear Tire and Rubber Company .