Build the tires. Own the dirt. Maxxis International is a major manufacturer of high performance tires for all levels for consumers and professional drivers. While they offer performance tires that cover road, SUV, CUV, off-road, bicycle, etc., their core following lies in off-road enthusiasts and are major sponsors of organizations such as The LUCAS Oil off-road series and SCORE.

Maxxis does not have the size or the presence to compete in all aspects of consumer markets against bigger giants such as Goodyear, General and the Bridgestones of the world. They were looking for a solid strategic direction that could give them a distinct foothold on a market segment. That opened the door for the development of a pure focus on the off-road segment and tapping into the enthusiast attraction to the sport. Leading the strategic direction to focus on not only the off-road segment, but specifically the spotlight of some of their most known pro drivers such as Brian Deegan, Rob Naughton, CJ Greaves and Johnny Greaves, we positioned Maxxis to own the dirt. Through tiered brand communicationsand tactics, Maxxis became the solidified leader in off-road tires and the off-road scene.