Dunlop offers 'Treadheads' at US automotive aftermarket show

Las Vegas, Nevada-Brave visitors to the Specialty Equipment Market Association (SEMA) show in Las Vegas 2-5 Nov can get their hair styled in the design of a Dunlop tyre tread pattern.

Just a few days after unveiling its new Direzza DZ101 tyre, Dunlop is using the SEMA show for this 'Treadhead' promotion, to call attention to the design of the new tyre's tread pattern-as shown in the photograph.

“The Dunlop brand is appealing to real driving enthusiasts,” said Andy Traicoff, Dunlop's director of consumer marketing in North America. “This is a fun way for them to express that enthusiasm.”

SEMA visitors willing to sit for 90-minutes for a tyre styling session could walk away with “the distinctive coif, a t-shirt designating them an 'Official Treadhead' and a set of Dunlop tyres of the enthusiast's choice,” said the tyre maker.

Dunlop did not report how many enthusiasts have so far volunteered to have the tyre treatment on their locks during SEMA.