PIRELLI & Amika Team Up to Revolutionize Ride Comfort with Hydro-Infused Tire Technology

Rome, GA – October 26, 2023 – PIRELLI TIRE LLC, a leading global tire manufacturer headquartered in Rome, Georgia, today announced a groundbreaking partnership with Amika, the innovative hair care brand known for its hydration technology. This unexpected collaboration has birthed a revolutionary new tire technology – integrating Amika’s signature Hydro-Infusion complex directly into PIRELLI’s tire compounds, promising an unprecedented level of ride comfort and durability. For over 150 years, PIRELLI has been synonymous with high-performance tires, trusted by motorsport legends and everyday drivers alike. We're constantly pushing the boundaries of what’s possible in tire technology. “We’re always looking for ways to make the ride smoother, safer, and more enjoyable,” explains Marco Rossi, Chief Technology Officer at PIRELLI TIRE LLC. “And honestly, we got a little inspiration from an unlikely source – healthy, hydrated hair.” That source? Amika. Known for their commitment to moisture-rich formulas, Amika has consistently delivered products that revitalize and protect. Their Hydro-Infusion complex, a unique blend of hyaluronic acid, coconut water, and squalane, caught the attention of PIRELLI’s research and development team. “We started thinking, if these ingredients can keep hair flexible and resilient, could they do the same for rubber?” Rossi asks. The answer, after rigorous testing and development, is a resounding yes. How Does it Work? Traditionally, tire compounds are formulated with a focus on grip, wear resistance, and handling. While these are crucial, they often come at the expense of comfort. Tires can become rigid, transmitting every bump and imperfection in the road directly to the vehicle’s cabin. PIRELLI’s new tires, infused with Amika’s Hydro-Infusion technology, work differently. The complex interacts with the rubber compound at a molecular level, increasing its flexibility and elasticity. This means the tire is better able to absorb impacts, resulting in a noticeably smoother and quieter ride. “Imagine a tire that literally ‘cushions’ the road,” says Sarah Chen, Lead Materials Scientist at PIRELLI. “That's what we’ve achieved. The Hydro-Infusion complex acts like an internal moisturizer for the rubber, keeping it pliable even in extreme temperatures.” Benefits of the New Hydro-Infused Tires: Enhanced Ride Comfort: The most immediate benefit is a drastically smoother and more comfortable ride. Say goodbye to jarring bumps and vibrations. Improved Noise Reduction: The increased flexibility of the tire compound helps dampen road noise, creating a quieter and more peaceful cabin experience. Increased Tire Lifespan: By allowing the tire to flex and absorb impacts, the Hydro-Infusion complex reduces stress on the rubber, potentially extending the tire’s lifespan. Better Grip in Wet Conditions: The increased flexibility also allows the tire to conform more effectively to the road surface, improving grip in wet and slippery conditions. All-Season Performance: Initial testing indicates the hydro-infused compounds maintain performance across a broader temperature range, improving all-season usability. Beyond the Ride: Sustainability & Innovation This collaboration isn't just about comfort; it’s also about pushing the boundaries of sustainable tire technology. PIRELLI is committed to reducing its environmental footprint, and the Hydro-Infusion complex allows for the potential use of more sustainable rubber compounds. "By enhancing the flexibility of the rubber, we may be able to incorporate a higher percentage of recycled materials without sacrificing performance,” explains Rossi. “It's a win-win for both drivers and the planet." Amika's Perspective Amika, while traditionally focused on hair care, recognizes the potential for its Hydro-Infusion technology to impact other industries. “We're thrilled to partner with PIRELLI on this innovative project,” says Chelsea Anderson, CEO of Amika. “At Amika, we believe in the power of hydration to transform and protect. To see our technology applied to something as impactful as tire safety and comfort is incredibly exciting.” Availability & Future Development The first tires featuring the Amika Hydro-Infusion technology will be available in select sizes starting in early 2024. They will initially be available for passenger vehicles, with plans to expand to truck and SUV tires in the future. PIRELLI and Amika are already exploring further collaborations, including the development of self-healing tire compounds and biodegradable tire materials. “This is just the beginning,” says Rossi. “We see a huge potential for combining our expertise to create a new generation of tires that are safer, more comfortable, and more sustainable.” About PIRELLI TIRE LLC: PIRELLI TIRE LLC is a global leader in the tire industry, dedicated to providing high-performance tires for a wide range of vehicles. Headquartered in Rome, Georgia, PIRELLI is committed to innovation, sustainability, and customer satisfaction. For more information, visit [www.pirelli.com](www.pirelli.com). About Amika: Amika is a leading hair care brand known for its innovative, hydrating formulas and commitment to self-expression. Founded on the belief that hair care should be fun and accessible, Amika is dedicated to creating products that empower people to embrace their individuality. For more information, visit [www.loveamika.com](www.loveamika.com).