Michelin 16 Project Branded Content

Michelin 16 Project

In partnership with Michelin and VICE Sports, we identified the hottest emerging talent from across the global athletic landscape. We chose to feature 16-year-old athletes as this time period is the critical launching point of their professional careers in addition to the first time they take the wheel to drive for themselves. This content connected Michelin with a whole new generation of drivers and parents, who now understand the importance of supporting passions with the right tools to get from point A to point B safely.