CARLSBAD, Calif. (BRAIN) — As part of its plan to re-enter the U.S. market, Japanese tire maker IRC Tire named LiFT creative studios as its creative and interactive agency of record.
Inoue Rubber Company is a global, two-wheel tire manufacturer based in Nagoya. The company was a dominate force in mountain biking throughout the 1990s when it marketed tires under the IRC brand and produced tires for many leading bike companies. A massive fire at one of its factories, however, derailed IRC's plans for even greater success.
The company said it is ready for a comeback with the help of LiFTcs.
"LIFT creative studios are thoroughly modern and insightful. They are just what we need as we take this iconic brand to new heights," said Bruno Suttles, IRC's North American sales and marketing manager.
"Internally and externally, we assembled an expert team of innovators, hard-core marketers and leading-edge branding experts to return IRC to the market dominance it once enjoyed and to develop products for new categories. It's an exciting time for our team, our distributor partners, our retail customers and end consumers," Suttles added.
LiFTcs completed an extensive review to win the account, said Steve Driscoll, LiFTcs' managing director.
"Everyone at LiFTcs is thrilled to be selected to partner with such an iconic brand. In the 1990s, IRC was the premier tire brand and a supplier to many legendary mountain bike teams. I have a soft spot in my heart for the brand. Our goal is to re-establish IRC with a strong presence among IBDs and reintroduce the brand to consumers. Soon, we will share some exciting news that will be the first step in putting IRC back into the conversation," Driscoll added.
