Goodyear launched a new campaign designed to celebrate its new multiyear agreement with the Cleveland Cavaliers, kicking off the tire company’s inaugural sponsorship of the reigning NBA champions’ jerseys (featuring Goodyear’s iconic Wingfoot logo) in the 2017–2018 season.

GSD&M, a longtime partner of Goodyear, collaborated with the Cavaliers to create “Drive,” a celebratory video that highlights the shared history and values of these two Akron, Ohio born and raised brands, and will play during the 2017 NBA Playoffs.

The collaboration extends beyond the court. Both organizations continue to show their support for community educational initiatives by jointly funding a $1M endowment to STEM programs in the Cleveland Metro School District and Akron Public Schools. And while Goodyear’s no stranger to sports sponsorships, this is the company’s first presence on the court: Goodyear is the official tire sponsor of NASCAR, the title sponsor of the Goodyear Cotton Bowl Classic and an official sponsor of the College Football Playoff and Pro Football Hall of Fame.

Here’s what LeBron James has to say about the collaboration:

“Every Akron kid grew up seeing the Wingfoot in the sky on the blimp and feeling pride in our community,” said Akron native and Cavs NBA All Star LeBron James. “There is something special for me personally about having that logo on the Cavs uniform. Goodyear is also very supportive of the LeBron James Family Foundation. I can’t imagine a better situation with our new Cavs jersey than bringing together Nike and Goodyear, two companies that mean a lot to me and my family.”

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