ASPEN, Colo. – Professional Athlete Shaun White has accomplished much in his storied career in action sports – he’s a two-time Olympic Gold medal winner, the most decorated athlete in Winter X Games history with 15 medals, a four-time medal winner at Summer X Games and a nine-time ESPY award winner. Now Shaun White will work to upgrade his driving abilities with the help of his newest partner, BFGoodrich Tires. The multi-year “Upgrade to BFGoodrich” campaign featuring Shaun White kicks off at ESPN Winter X Games 15 in Aspen, Colo.

“I’m looking forward to a great partnership with BFGoodrich Tires,” said Shaun White. “I’ve always been fascinated with cars and I’m excited to work with the BFGoodrich team on my performance driving.”

For decades, BFGoodrich tires have been known to automotive enthusiasts as the ultimate performance upgrade to their vehicles. The brand has the credentials to upgrade White’s driving skills with 17 Summer X Games Rally medals, a rich on-road racing history and 70 wins on the dirt in Baja under its belt. Taught by BFGoodrich specialists and a special group of professional drivers known as “TeamBFG,” White is learning how to upgrade his driving performance, with all of the action captured in a series of webisodes featured at www.bfgoodrichtires.com/shaunwhite. Highlighted throughout the webisodes will be the ease with which drivers like White can upgrade their driving performance on BFGoodrich tires – from rally racing control to road course technique – many of which can be applied on the everyday commute.

Shaun White partners with BFGoodrich. He's just got to learn how to drive.

“Shaun White is all about performance and pushing the limits when it comes to competing and having fun, and BFGoodrich Tires is all about performance upgrades and fun amplified,” said Jamey Fish, Director, Consumer Experience, BFGoodrich Tires. “Through our ‘Upgrade to BFGoodrich’ campaign, we are literally upgrading Shaun’s driving performance on BFGoodrich tires.”

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“Shaun’s shown everyone what he can do in the world of extreme sports, now we’re going to share with Shaun, and all enthusiasts, what we do best,” Fish added.

The first webisodes featured on www.bfgoodrichtires.com/shaunwhite document White’s initial experience with BFGoodrich Tires. The first to show White the ins and outs of what it takes to be a performance driver were TeamBFG members Samuel Hubinette, Summer X Games RallyCar SuperRally bronze medalist and Formula Drift champion, and Lars Wolfe, Rally America competitor. A few techniques learned on day one include buckling a five point harness; dealing with crushed cornering cones caused by a Viper drift machine; and a considerable amount of shifting, cornering and burnouts.

BFGoodrich Tires is an official sponsor of the Winter X Games and has fixed signage and jumbotron spots; commercials featuring Shaun White airing on ESPN; print advertisements in ESPN The Magazine; and digital advertisements on ESPN.com and ESPN3.com.


In addition to the advertising campaign that launched at Winter X Games and webisodes available on www.bfgoodrichtires.com/shaunwhite, White and his brother Jesse designed the look of a Vermont SportsCar rally vehicle with BFGoodrich g-Force Rally tires in which White will be training later on this year. A replica of the White-designed vehicle will be given away in 2011 to one lucky consumer through a giveaway courtesy of BFGoodrich Tires along with other unique Shaun White-inspired prizes. Details on the giveaway and other consumer prizes will be announced at a later date.

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