BFGoodrich has become a partner of the oilmen series

BFGoodrich Tires has become a partner of the streaming service Paramount+ and the popular series "Land Man", which tells the story of workers in the Texas oil industry. Like other projects by screenwriter and director Taylor Sheridan, the series is characterized by a harsh aesthetic, which is why BFGoodrich has decided to use the partnership with the streaming service to launch a marketing campaign dedicated to the off-road tires BFGoodrich All-Terrain T/A KO3. 

During the filming of the series, BFGoodrich tires, such as the famous All-Terrain T/A KO2 and HD-Terrain KT, designed specifically for off-road vehicles and pickups used as work transport, were installed on the characters' cars. In addition, as part of the advertising campaign, a video featuring actor Jacob Lofland, who plays one of the main roles, was filmed for the KO3. 

 «BFGoodrich tires are designed for people who live boldly and know what they want, — noted Omer Waizman, Vice President of B2C Marketing at Michelin (owner of BFGoodrich) in North America. — The collaboration with this show allows us to demonstrate the outstanding characteristics of the KO3 and other Terrain family tires in various conditions».

According to Dario Spina, Director of Marketing at Paramount Brand Studio, since many scenes of the series were filmed on the plains of West Texas, partnering with a brand known primarily for its off-road tires was a logical step. «Together, we were able to organically integrate BFGoodrich products into the structure of "Land Man", while creating new content for fans of the show», — he said.

The main roles in "Land Man" are played by actors such as Billy Bob Thornton and Demi Moore, and the episodes of the second season will be released every week from November 16, 2025, to January 18, 2026.