Dunlop 'Treadheads' Hit the Road to Generate Buzz Nationwide
LOS ANGELES, March 2 -- Dunlop Tires announced today that its "treadheads" are hitting the road, where they will be the "mane" attraction at Hot Import Nights in 20 cities nationwide, including here on Saturday night.
From L.A. to Honolulu, the unique Dunlop "treadhead" cuts will generate buzz. Hundreds of neatly cropped scalps will crop up nationwide, showing off their grooved tresses. And, Dunlop officials say, they'll be promoting the latest performance tire tread designs.
"It's all about building awareness for our new tire designs," said Andy Traicoff, director of the Dunlop brand in North America. "This greatly expands the buzz factor."
Dunlop, a sponsor of the Hot Import Nights series, will feature "treadheads" and remote-car racing at its booth. Hot Import events are labeled as the "largest, loudest and most outrageous" car shows in the United States, Traicoff said.
The first "treadheads" will emerge Saturday night from the Los Angeles Convention Center.
Mike Pulte, Dunlop's manager of extreme performance, said Hot Import Nights offers "something for every level of performance enthusiast - everything from displays of the most extreme sport compact cars, to hit music from disc jockeys, to break dance contests and more."
"Getting involved in this is a perfect fit for Dunlop, as the brand connects with this ultra-performance lifestyle. Dunlop tires, such as the SP Sport Maxx and Direzza DZ101, give enthusiasts an adrenaline rush," Pulte said.
In its seventh year, Vision Entertainment's Hot Import Nights has set the standard for nationwide car shows by featuring the hottest sport compact vehicles, music and fashion, he said.
The road show allows Dunlop to take "treadheads" to the next level, Traicoff said. In 2003, six "treadheads" toured Boston, visiting restaurants and a Red Sox game to spread the word about Dunlop.
At the aftermarket car parts SEMA show in Las Vegas, 33 lucky enthusiasts had a Dunlop Direzza DZ101 tread pattern shaved on their heads. "The response was immense. The Direzza was a 'must have' - a chance to wear the latest tuner tread pattern for all to see. Once coiffed, they took on a new attitude," Traicoff said.
Taking the "treadhead" experience to the HIN crowd is a natural fit. So many have asked Dunlop officials how they can become "treadheads." Traicoff said that chance is presenting itself with hundreds of new stylized haircuts this year.
Look for Dunlop "treadheads" at Hot Import Nights in San Mateo, Calif., April 2; Houston, April 9; Orlando, Fla., April 16; Charlotte, N.C., April 23; Boston, April 30; Atlanta, May 28; Chicago, June 11; Washington, D.C., June 25; Kansas City, July 16; San Diego, July 23; Seattle, July 30; Dallas, Aug. 6; Philadelphia, Aug. 27; Cleveland, Sept. 10; San Francisco, Oct. 8; Phoenix, Oct. 15; Anaheim, Calif., Dec. 3; Miami, Dec. 10; and Honolulu, Dec. 17.
Dunlop is a global tire brand of the Goodyear Tire & Rubber Company with an excellent reputation among performance car enthusiasts. Well known for its prestigious original-equipment fitments and sports car racing heritage, Dunlop is also a key supplier to sport compact enthusiasts featuring "tuner" tire sizes and race series sponsorships. For more on "treadheads," go to http://www.dunloptires.com/treadheads .
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