Falken Tire Corp. has selected Brandware Public Relations as its public relations agency of record.

For 2015, Falken said it will build on its racing success with a consumer retail merchandising strategy designed to introduce more tire shoppers to Falken’s competition-proven durability and all-weather reliability.

“The Falken brand is a success story that more consumers deserve to hear about,” said Rick Brennan, executive director of marketing at Falken Tire Corp. “We’ve consistently proven our tire technology in the toughest possible conditions and want every tire shopper to be aware that Falken is the best choice for drivers who want both value and performance.”

Also for 2015, Falken is debuting an all-new retail merchandising strategy, including tools to help its 5,500+ dealers take advantage of growth opportunities in local markets.

Brandware will be supporting the full range of strategic consumer and business-to-business communications needs, including local and national media relations, events, content services, internal communications and thought leadership.