Goodyear has launched Fast Is In Us, a global campaign built around its Eagle performance tyre family, with its debut linked to the Kentucky Derby and the Goodyear Blimp. The campaign marks a renewed focus on the performance category as tyre makers compete for visibility in the premium and ultra-high-performance segments.
The campaign places Goodyear Eagle at the centre of the company’s consumer-facing performance activity. Goodyear says the platform will run across premium TV, out-of-home, digital and social channels, with further links to motorsport and enthusiast events, including the 24 Hours of Le Mans.
Mark Stewart, Goodyear chief executive officer and president, said the performance car category is growing and that Eagle has “more than four decades of credibility in performance and racing”. He said the campaign was designed to put that legacy “back to work” for drivers who value performance.
For tyre dealers and wholesalers, the relevance is less about the campaign slogan and more about Goodyear’s decision to give the Eagle name a single global platform. In practice, that could support consumer recognition across replacement tyre sales, especially in ultra-high-performance and enthusiast-led fitments.
The launch follows a period in which Goodyear has gained third-party recognition for its summer tyre line-up. Tyre News recently reported on Goodyear being named Auto Bild’s top summer tyre manufacturer for 2025, with the Eagle F1 Asymmetric 6 among the products highlighted in test results.
The Eagle name also remains visible in driver-facing comparison data. In April 2026, Tyre News covered DriverReviews’ 2026/27 Customer Choice Award results, where the Goodyear Eagle F1 Asymmetric 6 was recommended in the hot hatch category.
That context matters because tyre buying decisions in the performance market are often shaped by brand recall, test results and user confidence. A global campaign gives Goodyear another route to connect those proof points with consumer demand at retail level.
Goodyear is also tying the campaign to major cultural and motorsport moments. The Kentucky Derby launch used the Goodyear Blimp and the line “Did someone say horsepower?”, while further activity is expected around Le Mans and other performance events.
Tyre News has separately reported on Goodyear’s renewed trackside visibility at Le Mans, where the Circuit de la Sarthe’s Dunlop Bridge is due to be replaced by a Goodyear-branded structure ahead of the 2026 race. That gives the Eagle campaign a wider backdrop of motorsport-facing brand activity.
The company says Fast Is In Us was created with Publicis P1T Crew and BBH USA. J.J. Kraft, Goodyear’s vice-president of global creative, described Eagle as “a piece of car culture” and said the campaign is intended to express performance through confidence and feel behind the wheel.
Tagged with: Goodyear Eagle, performance tyres, UHP tyres, Eagle F1 Asymmetric 6, tyre retail, motorsport tyres, replacement tyres, premium tyres, Le Mans, tyre marketing, summer tyres
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