Mickey Thompson Tires & Wheels unveiled a refreshed brand identityduring a special press conference hosted at the company’s new Specialty Equipment Marketing Association (SEMA) Show booth.

Chris Barbara, President of Mickey Thompson, provided media personnel, dealers and distributors with a preview of what lies ahead for the iconic brand that included a special video presentation telling the story of the company’s history of innovation, and passion for performance. He went on to share insight into the meaning behind the changes, scheduled for rollout in 2017, as a statement to the company’s continued evolution.

“What you see here today is a reflection of Mickey Thompson’s passion and vision for the future, rooted in a long history of industry-leading innovation,” said Barbara.

In his comments, Barbara included a tribute to the late Mickey Thompson, as well as the company’s customers and special guests.

“Today we are unveiling a refreshed brand identity,” continued Barbara. “But, we are not changing what defines our brand. We are solidifying our core beliefs, our commitment to deliver value to our employees, dealers and consumers each and every day. We also affirm our passion to be the best, to win, to stand on the gas.”