Pirelli & Amika Team Up for a Smoother Ride – Literally & Figuratively

Rome, GA – October 26, 2023 – Pirelli Tire LLC, the global tire giant known for pushing the boundaries of performance and safety, is teaming up with Amika, the playfully sophisticated haircare brand, in a surprising but effective partnership. While seemingly worlds apart, both companies share a commitment to quality, innovation, and a premium user experience. This collaboration isn't about tires for your hair (thankfully!), but about acknowledging that a smooth ride extends beyond the road – it encompasses all aspects of your daily life, starting with feeling good about how you look. Pirelli, with its US headquarters right here in Rome, Georgia, has a long history – over 150 years! – of delivering high-performance tires to the world’s leading automakers and motorsports. From Formula 1 racing to everyday passenger vehicles, Pirelli’s tires are engineered for grip, durability, and a comfortable, controlled drive. They're all about making sure you feel confident and secure on the road. Think about it - a tire's job is to absorb impact, provide control, and offer a smooth, quiet journey. “We’re always looking for ways to connect with our customers on a more personal level,” says Marco Tronchetti Provera, CEO of Pirelli. “We realized that feeling good about how you travel, and how you feel while doing it, is just as important as the vehicle itself. That's where Amika came in.” So, what does a tire company have to do with haircare? A lot, actually, if you think about it. Amika, known for its vibrant branding and salon-quality products, focuses on creating hair that moves with you – hair that’s healthy, manageable, and looks good, no matter what your day throws at you. And, like Pirelli, they're obsessed with the details. The collaboration centers around Amika’s Hydro collection. This isn’t your grandma’s hair moisturizer. Hydro is designed to deeply hydrate and revitalize dry, thirsty hair, leaving it soft, smooth, and incredibly manageable. Just like Pirelli's tires are engineered to grip the road and stay flexible in all conditions, Hydro is formulated with hyaluronic acid – a moisture magnet – and plant-based oils to keep your hair hydrated, resilient, and ready for anything. “We’re all about creating hair that’s effortlessly chic and ready for life’s adventures,” explains Chelsea Riggs, Senior Brand Director at Amika. “Just like Pirelli ensures a smooth ride, Hydro ensures your hair is smooth, healthy, and ready to go, whether you're commuting to work, hitting the road for a weekend getaway, or just running errands. It’s all about confidence.” Why Hydro? The Science of Smoothness The Hydro collection isn't just about pretty packaging (although it is seriously Instagrammable!). It’s backed by science. Key ingredients include: Hyaluronic Acid: Think of this as a super-absorbent sponge for your hair. It attracts and holds moisture, plumping up strands and reducing frizz. It's like the internal cushioning in a Pirelli tire, absorbing shocks and ensuring a smoother experience. Squalane: A lightweight, plant-derived oil that mimics your hair's natural oils, helping to lock in moisture and add shine. Similar to the specialized rubber compounds Pirelli uses for different terrains, squalane adapts to your hair’s needs. Cloudberry: Rich in antioxidants and vitamins, cloudberry helps protect hair from environmental damage, keeping it healthy and strong. This is like the reinforced sidewalls on a Pirelli tire, protecting it from punctures and wear and tear. Sea Buckthorn: Another antioxidant powerhouse, sea buckthorn nourishes the scalp and promotes healthy hair growth. Just like Pirelli’s ongoing research and development, this ingredient is focused on long-term performance. The Hydro collection includes a range of products designed to hydrate and revitalize all hair types: Hydro Rush Moisture Intense Conditioner: The workhorse of the line. This deep-conditioning treatment replenishes lost moisture, leaving hair incredibly soft and manageable. Hydro Renew Shampoo: A gentle cleanser that removes impurities without stripping away essential oils. It preps hair for optimal moisture absorption. Hydro Lock Leave-In Conditioner: A lightweight spray that detangles, smooths, and protects hair from heat and environmental damage. It’s like a protective coating on a tire, shielding it from the elements. Hydro Cream Hair Mask: A weekly treatment that delivers an intense dose of hydration and repair. Hydro Wand Curl Defining Cream: For those looking to define and enhance their natural curls, this cream provides long-lasting hydration and hold without stiffness. A Shared Commitment to Quality & Innovation Pirelli and Amika are both companies that don't cut corners. They invest heavily in research and development, use high-quality ingredients, and are committed to delivering a superior user experience. They both understand that the details matter. “We saw a lot of synergy between our brands,” says Maria Rodriguez, Pirelli’s Head of Marketing. “Both Pirelli and Amika are about providing a feeling of confidence and control – whether it’s behind the wheel or just feeling good about your appearance. It’s about empowering people to live their lives to the fullest.” The collaboration isn’t just a marketing gimmick. Pirelli and Amika are exploring opportunities to cross-promote their products and share their expertise. They’re also committed to giving back to the community, with plans to support local charities and initiatives. So, the next time you’re hitting the road, remember that a smooth ride extends beyond the tires. Take a little inspiration from Pirelli and Amika, and make sure you feel confident, comfortable, and ready to take on whatever life throws your way. After all, life is a journey – and you deserve to enjoy every moment of it.