Introducing ‘Sole Power by Michelin’

We’ve just launched the first ever content marketing initiative at Michelin Lifestyle and we’d love you to get behind it!

SOLE POWER BY MICHELIN is a consumer facing blog geared to attract and engage an audience that relishes the great outdoors and adventure sports. An audience dominated by primary users and advocates of our growing range of technical soles and footwear brand partners.

The core driver behind the licensing strategy, and this initiative, is to increase the presence of the Michelin brand in consumers’ lives, outside of the tyre category and bring MICHELIN to a whole new audience. Through SOLE POWER we will make the brand more relevant in the footwear category and build awareness of the value we add to our footwear partners’ products.

Discover the website for yourself at www.sole-power.com and subscribe to the SOLE POWER monthly newsletter to stay in the loop and not miss out on the latest, news, features and competitions. We will also be launching a brand ambassador/product tester campaign for those of you who are keen to test and review the products for yourselves.

The mission…

Produce high quality, educational, inspirational content that positions Michelin as an innovative leader in progressive outdoor technical sole design.

Ignite your passion. Unite soul with sole. Embrace the outdoors.

Ongoing promotion across Michelin and partner brand channels will be essential to our success. The idea is to create an ongoing brand movement, not a one-off campaign.

We’re incredibly excited to get this project up and running and hope to get your full support going forward.

So what are you waiting for? Go discover! Like and share with your friends and family. Let’s see SOLE POWER take off!