Nokian Tyres Announces Partnership with Alterra Mountain Company Destinations Across North America

DAYTON, Tenn. – Nokian Tyres announced a partnership with Alterra Mountain Company to reach adventure enthusiasts at five mountain destinations throughout North America, from the verdant mountains of Quebec to the towering peaks of the Sierra Nevada. The relationship between the inventor of the winter tire and the popular mountain adventure company launches this fall.

The global tiremaker will offer numerous opportunities for resort guests to engage with the brand and embrace year-round driving safety, from on-mountain activities and signage to dealer events and digital outreach. Alterra’s vibrant destinations and respected reputation provide a platform for Nokian Tyres to deepen brand awareness as it grows its presence in the U.S. and Canada, thanks in part to its award-winning production factory in Dayton, Tennessee.

“Good traction is the key to great journeys, whether on the slopes in winter or on the road all year long,” said Nokian Tyres North America Director of Marketing Hans Dyhrman. “Safety and innovation are top priorities for Nokian Tyres and Alterra, which makes this partnership an ideal fit.

The mountain destinations where the companies will partner include:

• Tremblant, Quebec
• Blue Mountain, Ontario
• Steamboat, Colorado
• Deer Valley Resort, Utah
• Palisades Tahoe, California

“A partnership with Nokian Tyres is a natural fit for our mountain destinations,” said Lawrence Burka, Chief Commercial Officer, Alterra Mountain Company. “We are continually looking for ways to enhance the guest experience, and any good road trip to the mountains begins with the security of knowing you are in good hands on the road.”

Alterra owns and operates 19 mountain destinations – four in Canada and 15 in the United States. Each Alterra destination builds on its own legacy, shaped by local culture, leadership and community to offer a unique travel experience to its guests.

Nokian Tyres invented the winter tire in the 1930s and celebrated the product segment’s 90^th anniversary last year. The company also introduced the all-weather passenger tire to North America 26 years ago, and its latest-generation Nokian Tyres Remedy WRG5 serves as a year-round driving solution for winter sports enthusiasts who live in temperate locations but regularly visit snowy areas.

The Finland-based tiremaker continues to increase its brand presence in the United States and Canada thanks to a strategic marketing and sales approach rooted in its core messages of safety and sustainability. It makes millions of tires at its North American production campus in Dayton, Tennessee, including all-season, all-weather and all-terrain products that are popular with outdoor recreation enthusiasts.

Nokian Tyres recently announced a nationwide distribution partnership with American Tire Distributors and established a research and development presence in North America. Brand Finance named Nokian Tyres the fastest-growing tire brand in the world in its May 2025 report.