Did Someone Say Horsepower? Goodyear Unleashes Global “Fast Is In Us” Campaign for Eagle Performance Tires

Goodyear has launched “Fast Is In Us,” a global campaign celebrating its iconic Eagle performance tire family, positioning the brand at the forefront of the performance driving segment. The campaign debuted at the Kentucky Derby on May 1, 2026, marking Goodyear’s latest push to reclaim its status as the go-to tire for performance enthusiasts. The initiative follows last year’s STILL campaign, which underscored Goodyear’s heritage and differentiated its products from competitors.

“Fast Is In Us” is built around Eagle’s four-decade legacy in performance and racing, emphasizing authenticity over mere speed claims. The campaign targets drivers who value engineering, responsiveness, and control, framing Eagle tires as a badge of devotion rather than just a product. “Fast isn’t a number.

It’s an obsession,” said J.J. Kraft, Goodyear’s VP of Global Creative, highlighting the campaign’s focus on the emotional connection between drivers and their vehicles. The platform is designed to span motorsport, retail, and culture, with a multi-year rollout across premium TV, out-of-home, digital, and social channels.

Goodyear CEO Mark Stewart emphasized the campaign’s role in reinforcing the brand’s premium positioning: “The performance car category is growing, and the drivers entering it want tires worth bragging about.” Eagle’s performance pedigree is anchored in motorsport and high-performance partnerships, with products like the Eagle F1 Asymmetric 6, Eagle F1 SuperSport, and Eagle F1 All Season cited as benchmarks. The campaign aims to make Eagle synonymous with performance philosophy, not just a one-off product, and to lead the category rather than follow it.