In 2025, BFGoodrich Tires faced a pivotal moment for the brand: replacement of the iconic BFGoodrich All-Terrain T/A KO2 tire.
Launched in 2015, the KO2 tire created the All-Terrain category and set a new standard for toughness and performance. Despite attempts by rivals to recreate its magic the KO2 tire remained an industry icon for over a decade.
The all new, BFGoodrich All-Terrain T/A KO3 tire isn’t just the next iteration. It is a redefinition of off-road capability. Built to be tougher, more durable, and versatile, than its predecessor, the KO3 tire aimed to set a new high-water mark for all terrain performance for the industry to chase.
While the all new BFGoodrich All-Terrain T/A KO3 tire drew from the legacy of the KO2 tire, it entered a different marketplace than the KO2 tire had a decade prior. While championship desert racing continues to fuel credibility in the category— an arena where BFGoodrich Tires and the KO2 tire had earned more than its share of attention — a new consumer segment has emerged which is changing the landscape.
Today, the core audience of rock crawlers and off-roaders has grown to include a growing set of outdoor enthusiasts. Campers, hunters, and anglers had become an increasingly significant segment of buyers. Less familiar with the automotive aftermarket space, they sought excursions off the beaten path and tires capable of taking on the toughest terrain.
For BFGoodrich Tires, this presented an opportunity and a challenge: the KO3 tire launch needed to build on the legacy of the KO2 tire while addressing the needs of this new explorer mindset for whom offroading wasn’t about dominating the trails but connecting with the outdoors.
Our “Tough Goes Further” platform isn’t just a catchy headline — it represents the essence of the KO3 tire’s story. The tire boasts tangible improvements to the legendary KO2 tire, while the tagline alludes to the unforgiving terrain the KO3 tire is designed to conquer. Beyond durability, “Tough Goes Further” captures the freedom and possibilities the KO3 tire offers. Whether you are racing through the desert or camping in remote wilderness, the KO3 tire promises to take you further than you have been before.
The idea was designed to connect with both traditional off-roaders and the new wave of outdoor enthusiasts, highlighting how the KO3 tire built on everything drivers loved about the KO2 tire while illustrating its ability to open up new opportunities for exploration.
To showcase the durability of the BFGoodrich All-Terrain T/A KO3 tire, BFGoodrich Tires took its launch to the extreme—deep into the Alaskan wilderness. Rather than relying on a press release or podium to tout the new tires potential, the brand transformed a remote hunting lodge into the ultimate proving ground, inviting automotive journalists, industry influencers, and outdoor experts to experience the KO3 tire firsthand.
After an immersive introduction to the KO3 tire’s capabilities on-site, attendees set off into the Alaskan wild behind the wheel of KO3 tire-equipped vehicles to tackle treacherous terrain and explore the Alaskan backcountry in ways they never had before. From fishing remote waters to hiking untouched trails, the event wasn’t just about testing the tire—it was about living its promise.
As journalists and influencers shared their first impressions with fans online, BFGoodrich Tires amplified the moment with a documentary-style content strategy, capturing the thrill of the Alaskan adventure
Building on the organic momentum, the brand activation was followed by a national marketing campaign seamlessly integrating the tire’s cutting-edge innovation, superior capabilities, and bold ethos.
The national campaign leveraged print, social, and digital media to extend “Tough Goes Further” beyond Alaska, enlisting off-road icons, ranchers, and racers from around the country to showcase the KO3 tire’s toughness on their turf.
The launch generated excitement among fans and new audiences alike. The Alaska launch event garnered more than 19 million earned media impressions and almost 20% of our organic reach extending beyond our core followers.
During this time, social profile viewership rose by 93%, and engagement rates were 42% higher than the average engagement rate of our competitors.
