Bridgestone Americas has announced a significant evolution for the 2026 INDYCAR season, as Firestone Racing will equip the series with Firehawk race tyres featuring the company's global ENLITEN Technology. This integration of sustainability-focused innovations begins immediately with this weekend’s Firestone Grand Prix of St. Petersburg, impacting both the NTT INDYCAR SERIES and the INDY NXT by Firestone support series.

This development arrives as the Firestone brand marks its 125th anniversary, a legacy deeply intertwined with motorsport. Firestone’s competitive pedigree was established in the early 1900s and solidified when Ray Harroun secured victory at the inaugural Indianapolis 500 in 1911 using Firestone tyres. Racing continues to serve as a critical proving ground, driving advancements in materials and technology that ultimately benefit tyre development for everyday consumers.

For the 2026 season, the Firestone Race Tire Engineering (RTE) team will produce approximately 37,000 Firehawk ENLITEN race tyres. Over 32,000 of these are destined for the NTT INDYCAR SERIES, requiring 60 distinct specifications to handle the unique challenges of ovals, road courses and temporary street circuits across an 18-race calendar. An additional 5,000 tyres, spanning 18 specifications, will support the INDY NXT by Firestone series, providing a developmental platform for rising drivers on a 17-race schedule that closely mirrors the premier series.

The ENLITEN Technology integrated into these race tyres represents a commitment to enhanced sustainability without compromising performance. The Firestone Firehawk primary and alternate compounds now incorporate key components such as renewable soybean oil, which replaces traditional petroleum-based oils. They also utilise recycled steel for the bead wire and recycled carbon black derived from end-of-life tyres, improving resource efficiency and material circularity while meeting the extreme demands of open-wheel racing.

This move builds on several years of sustainability initiatives by Firestone Racing. Previous efforts have included the successful use of guayule-derived natural rubber in sidewalls on street circuits, as well as incorporating materials from hard-to-recycle plastics and palm oil waste residue. The 2026 Firehawk tyres also continue the use of ISCC PLUS-certified monomers from palm oil processing waste. Concurrently, Firestone is advancing end-of-life recycling, with nearly all race tyres from the series being repurposed into products like playground surfaces and flooring.

All Firestone Firehawk race tyres are produced at the Bridgestone Advanced Tyre Production Center in Akron, Ohio, a facility opened in 2022 that represents a new chapter in the brand’s history. The engineering team works in close collaboration with the nearby Bridgestone Americas Technology Center, ensuring that insights gained from the racetrack directly inform and enhance the development of tyres across the company’s entire portfolio.

Lisa Boggs, Director, Bridgestone Americas Motorsports, said, "Firestone Racing serves as a mobile lab to test and prove new technologies under the most extreme conditions. The integration of ENLITEN Technology is the next step in our commitment to no compromises and sustainably focused technology through the use of cutting-edge materials."

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Goodyear is set to field its most ambitious endurance racing effort to date at this weekend’s 24 Hours of Le Mans. A total of 44 cars spread across the LMGT3 and LMP2 classes will take on the famous French circuit, all riding on Goodyear Racing Eagle tyres. The event marks a significant milestone for the tyre manufacturer as it supplies nearly three-quarters of the entire starting grid.

In the LMGT3 category, all 25 entrants will rely on the familiar Goodyear Racing Eagle medium compound in dry conditions, switching to a specially developed wet tyre when rain arrives. For the 19 LMP2 machines, competitors from series such as the European Le Mans Series and their counterparts in North America and Asia will have access to an updated Eagle medium slick. That tyre first appeared at Le Castellet last season before making a strong impression at La Sarthe a month later.

Tyre management is expected to shape race strategy across both highly competitive classes. Goodyear engineers point to the possibility of some drivers completing up to four consecutive stints on a single set of slicks, a distance roughly equal to two Formula 1 Grands Prix. With regulations capping any single driver’s continuous running at four hours, equivalent to around 44 laps or 600 kilometres, last year’s dry conditions saw teams in both categories exceed that distance on one set of tyres.

More than 7,000 tyres and a team of over 100 specialists, including fitters, engineers and support staff, have been deployed to manage Goodyear’s largest endurance racing operation. Each entry receives a dedicated track support engineer. Above the circuit, the Goodyear Blimp will offer aerial experiences for guests and media, while a fan zone on the ground showcases the link between racing and the brand’s Eagle tyre range. Goodyear Racing Eagles are also competing this weekend at Pocono Raceway in NASCAR and at Bristol Dragway for the NHRA Thunder Valley Nationals.

Stephen Bickley, Goodyear Endurance Programme Manager, said, “Le Mans presents challenges unlike anything else in endurance racing because conditions constantly change across the 24 hours. Teams often face huge swings in track and ambient temperatures between day and night, while safety cars and slow zones can cool tyres before drivers are thrown straight back into racing speeds.

“Our Goodyear Racing Eagle Medium compounds have been developed to have a very wide operating window, giving drivers of varying ability levels confidence throughout the race and across changing conditions. This year we could see teams running up to four consecutive stints on a single set of tyres, meaning our tyres will be able to last longer than the regulations allow drivers to stay in the car.

“Goodyear is proud to be an intrinsic part of one of motorsport’s true jewels in the crown. We always aim to put on a show for fans both on and off-track, and the extreme challenges of Le Mans provide a true opportunity for Goodyear to demonstrate its technology and expertise to a global audience.”

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Michelin has been named the world’s most valuable tyre brand for the ninth consecutive year, according to a new report by Brand Finance. The French company’s brand value rose 17 percent to reach USD 10.3 billion. Michelin also retained its title as the strongest tyre brand globally, achieving a Brand Strength Index score of 93.2 out of 100 and remaining the only tyre manufacturer with a AAA+ rating.

This achievement further positioned Michelin as France’s strongest brand in 2026 and marked its first entry into the world’s top 10 strongest brands across all industries. Bridgestone held second place among tyre brands with a six percent increase in value to USD 8.8 billion, while Continental Tires stayed third at USD 3.9 billion.

The world’s top 25 tyre brands together are now worth USD 42.3 billion, a nine percent year-on-year increase, despite ongoing geopolitical uncertainty, supply chain disruptions and intense sector competition. Giti was identified as the fastest-growing tyre brand of 2026, with a 38 percent jump in value to USD 1.5 billion, closely followed by China’s Sailun, which grew 37 percent to USD 1.2 billion.

Several other Chinese brands, including Linglong, Triangle Tyre, Sentury Tire and newcomer Double Coin, continue to expand their international presence. Apollo Tyres recorded the largest rise in Brand Strength Index score among the top 25, reaching 80.6 out of 100, reflecting stronger consumer perceptions, growing brand equity in India and increased global visibility.

Lorenzo Coruzzi, Valuation Director, Brand Finance, said, “Michelin’s continued leadership demonstrates the enduring value of a strong brand in a highly competitive market. Its exceptional performance across key research metrics such as reputation, consideration and price acceptance reinforces the strength of its position in major markets worldwide. At the same time, the rapid growth of brands across Asia-Pacific such as Giti, Sailun and Apollo shows that competitive dynamics within the tyre sector are evolving quickly, with challenger brands successfully building credibility and market presence on a global scale."

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Apollo Tyres Ltd has recorded a significant improvement in brand strength within its domestic Indian market, according to a fresh independent assessment from Brand Finance. The analysis, which focuses on the world’s strongest and most valuable tyre brands, places Apollo Tyres as the fastest climber in the latest rankings.

The evaluation follows ISO 20671 standards and examines factors such as marketing investment, stakeholder equity and business performance using proprietary market research and public data. Brands are assessed primarily in their leading markets, with region-specific scores shaping the overall findings. Apollo Tyres’ progress has been fuelled by globally activated sports sponsorships, product innovation, customer engagement, new distribution networks and strategic marketing.

In the 2026 Brand Strength Index for global tyre brands, Apollo Tyres jumped from 13th place last year to 6th. Its Brand Strength Index score rose to 80.59 out of 100, up from 66.63 in the prior year. Consumer familiarity with the brand increased by 15.8 percent and brand understanding grew by 26.4 percent.

Key developments over the past year have driven this positive awareness, especially in India. In September 2025, Apollo Tyres became the lead sponsor of the Indian Cricket Team, securing title sponsorship rights for all home international matches involving both men’s and women’s teams, as well as domestic BCCI tournaments. The Apollo Tyres logo now appears prominently on the front and leading arm of the official Team India jersey.

Udyan Ghai, Group Head, Marketing, Apollo Tyres Ltd, said, “The new Brand Strength rankings provide important independent validation of our global marketing efforts. Whether through new products, enhanced services or improved accessibility, our focus remains on delivering value to customers while further strengthening the Apollo Tyres brand in markets around the world.”

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Bridgestone, alongside Kwik Fit, has announced a new two-year sponsorship deal with Camper Calling Festival covering 2026 and 2027. The partnership, which kicks off over the August Bank Holiday weekend, positions the tyre manufacturer as the Official Tyre Partner and the sponsor of the Lakeside Stage at the Warwickshire event.

Held at Ragley Hall from 28 to 30 August, the festival draws around 25,000 annual attendees, including campers, music fans and families. This collaboration provides a direct channel for Bridgestone and Kwik Fit to connect with that adventure-seeking audience in a relaxed, outdoor environment.

The timing aligns with the UK summer introduction of Bridgestone’s new Duravis Camper Van tyre. Engineered for the growing campervan segment, the premium tyre emphasises durability, safety and driving confidence. The festival setting offers an authentic lifestyle backdrop to showcase the product and strengthen Bridgestone’s reputation among British campervan users.

Drew Chapman, Consumer Sales Director, Bridgestone UK, said, “We’re delighted to announce that Bridgestone, in partnership with Kwik Fit, is joining the Camper Calling family as sponsor of the festival and the Lakeside Stage. The Lakeside Stage is one of the standout parts of Camper Calling, giving festivalgoers the chance to enjoy great live music in a brilliant setting. With our support, it’s set to be a real highlight of the weekend. This partnership reflects our shared ambition to help people enjoy every journey with confidence, focusing on what really matters to drivers – safety, reliability and peace of mind. It also gives us a strong platform to support the launch of the first ever Bridgestone Duravis Camper Van tyre.”

Andy Lane, Director of Marketing, Kwik Fit, said, “Camper Calling is a strong fit for Kwik Fit, giving us the chance to connect with campers, families and festivalgoers during one of the busiest travel weekends of the summer. Our partnership with Bridgestone brings together two trusted brands with a shared focus on helping drivers stay safe, prepared and ready for every journey. It also gives us a strong opportunity to show how Kwik Fit supports customers with practical, dependable service when it matters most. We’re looking forward to bringing the partnership to life at Ragley Hall and showing how Kwik Fit can help keep people moving with confidence, whether they’re setting off for the festival or heading home again afterwards.”

David Arthur, Managing Director of Camper Calling, said, “We’re delighted to welcome Bridgestone and Kwik Fit as official partners of Camper Calling. Both brands are synonymous with quality, reliability and helping people enjoy the journey, which makes them a natural fit for our festival campers.”

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