'Tricked Out' Heads Spark Dunlop Buzz in San Mateo

SAN MATEO, Calif., March 29 -- A few proud men who have a head for what's cool will put their heads together in San Mateo on Saturday.

Sporting a Dunlop Direzza DZ101 tread pattern on their noggins, these "treadheads" are hoping to win a set of Dunlop tires. The unique haircuts will be a popular feature at Hot Import Nights on Saturday night at the San Mateo Expo Center.

The "largest, loudest and most outrageous" car show will be open from 5 p.m. to midnight.

Andy Traicoff, director of the Dunlop brand in North America, said the "treadhead" road show "greatly expands Dunlop's buzz factor. It makes it cool to wear the latest wild tread designs on your head."

More than 30 automotive enthusiasts sported a Direzza DZ101 design three weeks ago in Los Angeles. Dunlop "treadheads aren't paid, but they do earn a chance to win real Dunlop treads. Now, that's cool. These automotive enthusiasts understand that Dunlop is the 'sweet' brand to have on their rides," Traicoff said.

Suddenly, the Direzza is a "must have -- a chance to wear the latest tuner tread pattern for all to see. It's a real head-turner. And once shorn, they take on a new attitude -- a new coolness," he said.

Dunlop is a signature brand for The Goodyear Tire & Rubber Company .

Beyond San Mateo, expect more Dunlop "treadheads" to raise their beautiful heads at Hot Import Nights in 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 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 other "heady" matters, go to http://www.dunloptires.com/treadheads .

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