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ATD Sets Marketing Alliance with DUB, Adds Wheel Lines

American Tire Distributors’ marketing alliance with DUB Magazine will promote ATD’s wheel business.


American Tire Distributors Inc. today announced a marketing alliance with DUB Magazine that will promote ATD’s wheel business.

The marketing agreement will leverage multiple properties currently owned and managed by DUB, including the magazine, media tours and web properties, as the core of the new DUB Garage Dealer Program.

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In addition to the DUB Garage Dealer Program, ATD has also gained exclusive rights to distribute the TIS and Dropstars custom wheel lines owned by TIS Industries. New styles in both brands will become available through ATD in early 2012. The new product offering will also include a special Monster Energy edition off-road wheel that will be available in both the TIS and DropStars brands.  

This new dealer program, available exclusively through American Tire Distributors, will offer a broad array of marketing tactics to align the DUB Garage Dealer with the brand equity of the DUB brand. According to DUB, its brand “has developed into a pop culture automotive and customization lifestyle icon.”

DUB now operates a popular automotive lifestyle magazine in print, on the web, and on mobile devices, and “has become one of the hottest marketers in reaching the youth and urban market via event marketing and association with multiple A-list musicians, athletes, and actors.”

“This new partnership between DUB and American Tire Distributors is a great fit,” commented Myles Kovacs, president and co-founder of DUB Magazine. “DUB reaches a targeted consumer that’s highly interested in vehicle customization, including wheels, and ATD has the coast-to-coast, best-in-class distribution network to get the wheels to the DUB Garage retailers.”


ATD will offer the DUB Garage Dealer Program to a limited number of tire and wheel retailers that it feels “would benefit from the association with the multiple DUB marketing properties.  DUB Garage dealers will receive an increasing level of marketing support from ATD and DUB based on the retailer’s participation in the program,” ATD said.

Details of the DUB Garage Dealer Program will be presented to potential retailers beginning at this week’s SEMA Show in Las Vegas.

“This new alliance represents an extremely exciting era for ATD’s wheel program,” said Brian Moyer, ATD director of wheel sales. “The Dub Garage Dealer program plugs the retailer directly into the power of the DUB brand and, when combined with ATD’s distribution infrastructure and service support, will drive enthusiastic consumers to the DUB Garage dealers’ stores to buy wheels.”

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