Michelin And Vans Promote Safe Teen Driving With Limited-Edition Sneaker

Michelin And Vans Promote Safe Teen Driving With Limited-Edition Sneaker
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The unlikely pairing between the tire manufacturer and the shoe retailer aims to educate teens on driving safety using a social media contest, rewarding the winner with a special sneaker

Dave Pinter, PSFK
  • 29 may 2018

Modern passenger vehicles come with all sorts of driver aid technologies that work to avoid or reduce the severity of a crash. None of these will work properly if the tires on the car or SUV are worn out or improperly inflated. In fact, poorly maintained tires account for around 300,000 crashes by teen drivers alone, according to stats from the National Highway Traffic Safety Administration. This contributes to the unfortunate statistic that car crashes are the number-one killer of teens in the United States.

To raise awareness about this safety issue, tire manufacturer Michelin teamed up with footwear retailer Vans to introduce the #StreetTreadContest. The idea to pair up a tire maker with a sneaker brand for this contest wasn’t random, but was informed by the statistic that teens spend a similar percent of their total income on shoes (8%) as they do on their cars (9%).

Teens can participate over the span of the 2018 summer by posting photos of themselves conducting the ‘penny test’ and sharing pics of a pressure gauge displaying properly inflated tires. The penny test is a simple way to measure worn tire tread: If the Lincoln’s head is fully visible when placed upside down in the grooves, the tire needs replacing. Randomly selected winners of the contest will receive a pair of limited-edition Vans sneakers in Michelin colors incorporating a custom Michelin Man checker fabric.

The Michelin and Vans collaboration is a way to make a perhaps dry yet serious topic like tire care relevant to teens. The social media component of the contest isn’t superficial, and results in teaching teens and non-teens alike how to inspect and properly inflate tires.

Michelin

Vans

Modern passenger vehicles come with all sorts of driver aid technologies that work to avoid or reduce the severity of a crash. None of these will work properly if the tires on the car or SUV are worn out or improperly inflated. In fact, poorly maintained tires account for around 300,000 crashes by teen drivers alone, according to stats from the National Highway Traffic Safety Administration. This contributes to the unfortunate statistic that car crashes are the number-one killer of teens in the United States.

+advertising
+apparel
+Automotive
+Education
+Fashion
+gen Z
+Product Promotion
+Raise Awareness
+retail
+safety
+sneaker
+USA
+Vans
+work

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