Corporate philanthropy is our company’s way of giving back to our community. Our mission is to offer peace of mind in all conditions. Our approach to philanthropy mirrors our mission, entrepreneurial and inventive company culture, and sustainable way of doing business.
We do not support any governmental, political, or religious entities. We choose the focus areas and the number of projects that we support annually based on our strategic focus. By selecting a limited number of projects, we ensure better results.
We offer our resources (finances, employees’ time, facilities or our own products and services) to selected projects based on the following three categories:
1. ROAD SAFETY
As an expert in challenging conditions and premium tires, we believe it is our responsibility to promote safe and smooth transportation.
2. LOCAL COMMUNITIES
As a good corporate citizen and a global company, we focus on supporting special community and environment projects in the areas where we operate, including together with our employees.
3. INVENTIVENESS & ENTREPRENEURSHIP
For improving the equal opportunities for youth, we support entrepreneurial and inventive projects with educational institutions of various levels, in line with our company culture, the Hakkapeliitta Spirit.
In 2019, we continued to support the Safety on the road education for local school children in Nokia, Finland, and donated books for safety education. We also continued our local support for the global FIA Action for Road Safety in Finland, where it is organized by Finnish AKK under the name of “Turvassa tiellä” (“Safe on the road”).
In the beginning of 2019, we organized an Eco Challenge in Russia and emptied illegal tire dumps. As a result of joint efforts by Nokian Tyres and the Foundation of Environmental Management, 500 metric tons of used tires have been transferred to recycling facilities since the launch of the Eco Challenge. The aim of the project was to increase public awareness of tire disposal, as the recycling rate in Russia is still low.
In 2018, Nokian Tyres set up a donations committee in Dayton, Tennessee, where the company’s first US factory was being constructed. The company also has donations committees in Nashville and in Colchester. In 2019, the Nashville committee made a donation to, among other things, the Tennessee State University’s scholarship fund, in order to support educational efforts at the Nashville-based school. The committee also contributed funds and food to United Way’s Give Thanks food drive, which fed families in need for the Thanksgiving holiday.
PARTNERSHIPS AND SPONSORING
Nokian Tyres locally assists and supports organizations and events that suit the company culture and brand. We continuously work with various organizations in places where we employ people.
Our long-term partnership with the International Orienteering Federation continues also in 2020. Our agreement provides us with high visibility during the annual World Orienteering Championships and World Cup events. Nokian Tyres also actively participated in the World Orienteering Day promoting the sustainable outdoor activity.
Nokian Tyres became the title sponsor for the first ever Finnish IRONMAN race. The Nokian Tyres IRONMAN 70.3 Finland event took place in Lahti, Finland on June 30, 2018. This high-energy sport matches our values that promote mobility and an active lifestyle while supporting the company’s brand visibility in Finland as well as internationally.
Succeeding under exceptionally demanding conditions through cleverness and relentlessness is also something found in the Swamp Soccer World Championships, which takes place annually in Hyrynsalmi, Finland. Nokian Tyres has been the title sponsor of the championships for more than 10 years.
In 2019, Nokian Tyres served for the first time as a major sponsor of the Colorado Classic, a premier women’s cycling race in the U.S. The event was celebrating its first year as a standalone women’s race after previously hosting a men’s competition as well.
In December, Nokian Tyres sponsored the Birds of Prey FIS Ski World Cup event, which took place in Beaver Creek, Colorado. Nokian Tyres and POWDR Corp ski resorts began their collaboration in 2017 and have enjoyed two seasons in partnership together. While hosting product launch events at POWDR resorts, the co-operation has also enabled us to educate resort guests about tire and road safety.
In 2019, Nokian Tyres also sponsored the ski marathon TOKSOVO CUP in the Leningrad region in Russia. During the event, all visitors were offered a chance to get their tire tread depth measured and given recommendations about the need to change
Community work in Dayton, Tennessee
In the Spring 2019, the Dayton Factory launch team of 60 employees had been busy tackling a rigorous training process that will equip them to make some of the most sophisticated tires in the world.
But amidst their demanding schedule, they've still managed to make the community a priority.
Employees spent nearly approximately 800 combined work hours of their training experience serving local needs in Rhea County, the home of our new US factory.
They worked on landscaping projects to improve parks and non-profit facilities, helped renovate a playground, painted park benches and tables and helped prepare a transitional lodging house for beneficiaries of We Care, a local organization committed to serving homeless and underprivileged Rhea County residents. Employees also built and donated bicycles to underserved children as part of the company's relationship with We Care.
One local non-profit leader referred to the results of an early service project as a "miracle." The smiles on the faces of children beamed over the handlebars of their new bicycles. Local park facilities have a new gleam.
In 2019, the company also announced the Nokian Tyres Road to Sustainable Success, a three-pronged community outreach program that supports local education in Southeast Tennessee, provides scholarships for high-achieving students, and advocates for sustainability in the region.