Our friends at Arnold have been named the creative AOR for Discount Tire following a competitive review, adding one of the nation’s largest tire retailers to its client roster.
Under the new partnership, Arnold will lead national creative duties for both the Discount Tire brand and America’s Tire, the retailer’s regional banner operating in parts of California, Pennsylvania, New Jersey and New York.
The appointment comes as Discount Tire looks to strengthen its emotional connection with consumers and further differentiate itself in a category traditionally driven by price, promotions and necessity purchases.
Founded in 1960, the privately held company operates more than 1,275 stores across 40 states and has built a reputation around customer service and vehicle safety.
The first work from the partnership is already rolling out through a new brand platform, “Everything Revolves Around You,” which positions Discount Tire as a customer-centric brand focused on helping drivers navigate everyday life with confidence.
Rather than focusing solely on products and services, the campaign highlights the role tires play in everyday life while emphasizing Discount Tire’s commitment to making the buying and maintenance process as seamless as possible.
Campaign creative brings a dose of humor and humanity to a category not typically associated with emotional storytelling, showcasing how the retailer supports customers through both routine and unexpected moments on the road.
“We’re thrilled to partner with Discount Tire, a brand that has earned extraordinary trust by consistently showing up for customers in ways both big and small,” said Val Bettini, chief client officer at Arnold. “This is the kind of opportunity that excites us most: helping a category leader tell a bigger story that reimagines what people expect from the category.”
The work will appear across broadcast, streaming, radio, out-of-home, social media, public relations and grassroots marketing initiatives throughout the year.
Creative executions will also spotlight key customer experience offerings, including Treadwell, the company’s proprietary tire recommendation platform, and its Buy Online, Pick Up In Store service.
According to Discount Tire Chief Experience Officer Tom Williams, the agency’s understanding of the brand’s values played a key role in the selection process. “From the beginning, there was a strong connection between our team and Arnold — rooted in a shared belief that putting customers first is what drives lasting success,” Williams said. “They understood the values that have defined Discount Tire for decades: humility, service and always doing right by the customer.”
For Arnold, the win adds another major national-brand assignment and underscores the agency’s continued strength in building emotionally resonant campaigns for brands in highly functional categories.
As consumers continue holding onto vehicles longer amid economic uncertainty, both Arnold and Discount Tire see an opportunity to elevate the conversation around vehicle maintenance and position the retailer as a trusted partner rather than simply a place to buy tires.
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