PSIA-AASI is proud to announce its newest Official Supplier partnership with Nokian Tyres, the pioneer of the winter tire and a global leader in tires engineered for demanding cold-weather conditions.
“Getting to the mountain safely is the first part of every great day on snow,” said Hans Dyhrman, director of marketing for Nokian Tyres North America. “Nokian Tyres invented the winter tire nearly a century ago because we believed drivers deserved better control and confidence in snow and ice. Partnering with PSIA-AASI allows us to extend that same commitment to safety and performance to the instructors who help people discover, enjoy, and excel in snowsports every season.”
About Nokian Tyres
Founded in Finland in 1898, Nokian Tyres has spent more than a century solving the unique challenges of driving in winter conditions. In 1934, the company introduced the world’s first winter tire, and it has continued to innovate ever since, developing tires built to handle snow, ice, slush, and sub-zero temperatures without sacrificing control or durability. That same dedication to performance in the harshest conditions is what makes Nokian Tyres a natural fit for the PSIA-AASI community.
As part of the partnership, Nokian Tyres will provide PSIA-AASI members with exclusive access to discounted winter tires, helping ensure the safe travel of instructors and coaches who often drive long distances on mountain roads before their workday even begins. The partnership will also include educational content on winter driving safety, giving members practical tools to navigate the roads as confidently as they navigate the slopes.
“Our instructors don’t just teach on the mountain, they drive to it, often before sunrise and in conditions most people would think twice about,” said CJ Lambrecht, head of PSIA-AASI’s Official Supplier Program. “Partnering with Nokian Tyres means our members can trust the tires under them as much as the gear on their backs. It’s a partnership grounded in safety, and that matters deeply to our community.”
As with our other official supplier partnerships, the principles guiding this collaboration include seeking brands that share PSIA-AASI’s core values of safety, expertise, and dedication to the snowsports community. We are proud to welcome Nokian Tyres and their leadership team to the family of Official Suppliers at PSIA-AASI.
Learn more at Nokian Tyres