Don’t laugh, the world of tattoos and that of tyres are, unlikely as it may seem, coming together at the SEMA Show in Las Vegas.

One of the visible female tattoo artists in the U.S. is joining Dunlop to deliver the ‘Maxxed Out Awards’ on Oct. 31. The Maxxed Out Award categories to be announced include imported and domestic performance cars for the street, race-prepped vehicles, VIP-style saloons, the best wheel and tyre combination, and the overall Maxxed Out award, given to the most spectacular creation wearing Dunlop tyres.

Gary Medalis, general manager for Dunlop, said Kat Von D’s appearance in the Dunlop booth takes the brand’s efforts to a new level. “While we’ve successfully promoted our brand with tattoos at SEMA the past two years, we feel Kat Von D will drive excitement around Dunlop tattoos to an even higher level.”

So far more than 50 hardcore Dunlop devotees have received tattoos ranging from “Flying-D” logos to stylised tread patterns. Hundreds more have been placed on waiting lists. Dunlop will once again be tattooing SEMA attendees in the Dunlop booth, and the company has told fans of the brand that they can start registering for a free Dunlop tattoo on Tuesday, Oct. 30 in the Dunlop booth. Las Vegas tattoo artists Antonio Martinez and Justin McCroy will be available to transform their skin.