GREENVILLE, S.C., Aug, 16, 2017 — Nicholi Rogatkin, professional mountain bike rider and extreme sports athlete, has partnered with Michelin’s bicycle tire division, serving as the newest brand advocate. He joins the likes of Cam Zink and Yannick Granieri, professional freestyle mountain bike champions and long-time Michelin mountain bike partners.
Rogatkin, who started his love for bikes at the age of five and turned professional at the age of 13, holds recent first place titles in the Freeride Mountain Bike World Tour Diamond Series and FISE World Series and is currently ranked 2nd in the world in the Freeride Mountain Bike (FMB) World Tour.
As a partner of the tire company, Nicholi will be instrumental in the development and perfection of Michelin’s future tire offerings. Michelin enlists the help of its partner riders to put its latest technology and prototypes to the test in actual competition and then provide feedback that helps the development teams achieve its desired performances.
"Michelin is a dream company to ride for to me, I expected great things from the tires, especially after hearing them praised by legendary riders and my good friends Cam (Zink) and Yannick (Granieri),” Nicholi Rogatkin said about his new tire partner. “The tires have impressed me thus far, even helping me secure a win at the biggest American Slopestyle contest. I look forward to helping perfect the tires and representing Michelin as the best MTB tires available."
Michelin has been manufacturing bicycle tires since the late 1800s and has a long history of winning titles, championships and recognition around the world for its advanced products. In 2017, the Company announced the expansion of its mountain bike offerings with four new, distinct tire lines. The new collection of tires is engineered to deliver excellent grip and strength to cover an exceptionally wide variety of terrain. The four new ranges are: MICHELIN® Jet XCR, MICHELIN® Force XC, MICHELIN® Force AM and MICHELIN® Wild AM and are available at local and national bicycle retailers.
About Michelin North America
Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks and motorcycles. The company has earned a long-standing reputation for building innovative premium tires. In addition to tires, the company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America (www.michelinman.com) employs about 22,700 and operates 19 major manufacturing plants.