Kumho Ecsta ultra-high performance tires were becoming the tire of choice for the new wave of young Tuner performance enthusiasts who loved Kumho’s aggressive tread design and affordable pricing. A marketing vehicle was needed that would connect with this influential market.

Experts in youth marketing, ST&P understood that young consumers adopted brands that were integrated into their lifestyle and were turned-off by conventional heavy-handed selling techniques. This strategy led to Kumho’s sponsorship of ESPN’s Summer and Winter X Games events.