New partnership will put the Geolandar line of tires in the spotlight.

Yokohama has signed a multi-year sponsorship agreement and is now the “Official Tire of the U.S. Spartan Race,” an exclusive branding designation at select obstacle course races across the U.S. in 2017, including the five Spartan Race U.S. Championship Series events that will air on NBC Sports Network and the 2017 Reebok World Championship on NBC.

Yokohama tires will be used by Spartan Race participants competing on the obstacle course in the “Yokohama Tire Flip,” a true test of conditioning and strength. Spectators can also get in on the action by stopping at Yokohama’s booth at each race to try their tire-flipping ability as part of the Yokohama Tire Flip Festival Challenge.  

“Spartan Race is known worldwide for its incredibly demanding obstacle race events,” said Fardad Niknam, Yokohama Tire Director of LTR segment development. “Spartan Race fans are gritty, fearless and intensely passionate. Their community keeps growing and we believe they’re the perfect audience to interact with our tires, which, like the Spartan athletes, are strong, tough and durable.”