# Performance Tire Brand Campaigns Goodyear Launched Its Fast Is In Us Global Eagle Tire Campaign By Adam Harrie | Published 2026-05-11 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/fast-is-in-us References: [prnewswire](https://www.prnewswire.com/news-releases/did-someone-say-horsepower-goodyear-launches-global-campaign-celebrating-eagle-performance-tire-302760373.html)  [Goodyear](https://www.trendhunter.com/trends/sustainable-tires) launched 'Fast Is In Us,' a [global, multi-year brand campaign](https://www.trendhunter.com/trends/adidas-originals-new-campaign) built around its Eagle performance tire family. It debuted at the Kentucky Derby with a Blimp flyover and then rolled out across TV, out-of-home, digital and social worldwide. The Goodyear Eagle Fast Is In Us platform presents the 45-year-old Eagle line as the preferred tire for drivers who value the feel and engineering of a car as much as its performance metrics. The campaign covers the entire Eagle portfolio, including the '[Eagle F1 Asymmetric 6](https://www.trendhunter.com/trends/bridgestone-potenza-re71rz),' 'Eagle F1 SuperSport' and 'Eagle F1 All Season,' with upcoming activations at the 24 Hours of Le Mans and at elite global enthusiast events. Goodyear shows how reviving a heritage tire brand through culture-focused storytelling can restore its status as a premium and heritage product. Image Credit: Goodyear ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 56% | Activity: 60% | Freshness: 75% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Heritage Brand Revival:** Reviving legacy product lines through culture-driven narratives creates opportunities for premium repositioning that challenges commoditized market segments. - **Experiential Sports Activations:** By anchoring campaigns in high-profile motorsport and sporting events, brands can create immersive touchpoints that reshape sponsorship models and fan engagement economics. - **Performance Lifestyle Storytelling:** The blending of engineering credibility with lifestyle messaging opens space for product ecosystems that monetize emotional affinity as much as technical specs. ### Who This Affects Most - **Automotive Components:** Tire and parts manufacturers can be disrupted by integrated hardware-software offerings that link product performance to personalized driving experiences and subscription services. - **Sports Event Marketing:** Sponsorship and activation agencies may see new business models emerge from branded live experiences that prioritize long-term community-building over one-off exposure. - **Digital Advertising Platforms:** Platforms that fuse targeted storytelling with real-world event data could redefine campaign attribution and value for premium lifestyle brands. ## Related on Trend Hunter - [Racing-Inspired Streetwear](https://www.trendhunter.com/trends/assc-and-goodyear.md) - [Soccer-Inspired Auto Campaigns](https://www.trendhunter.com/trends/the-original-motor-oil.md) - [Motorsport-Inspired Apparel](https://www.trendhunter.com/trends/anti-social-social-club-and-goodyear.md) - [Auto-Inspired Online Marketplaces](https://www.trendhunter.com/trends/the-vaults.md) - [Electric Racing Championships](https://www.trendhunter.com/trends/formula-e.md) - [Icon-Backed Blimp Tours](https://www.trendhunter.com/trends/ice-cube-1.md) - [Worldwide Basketball Sponsorship Agreements](https://www.trendhunter.com/trends/linglong-tire.md) - [Cultural Icon Collabs](https://www.trendhunter.com/trends/ice-cube-x-goodyear.md) - [Beloved Mascot-Powered Anniversary Events](https://www.trendhunter.com/trends/the-goodyear-blimps.md)