Chris Davenport plunges down Colorado peaks as a ski mountaineer.

Daron Rahlves carves through California snow as a professional skier and coach.

But before either of them can navigate their way down the mountain, they have to navigate their way to the mountain.

Nokian Tyres is helping tell their stories through a dynamic new partnership that aims to familiarize adventurers with its products: The inventor of the winter tire is teaming up with Outside TV to present viewers with content that reinforces the company’s mission of safety and sustainability.

The campaign will introduce Outside TV fans to Nokian Tyres through TV segments, custom digital content and targeted online advertising.

Viewers can visit OutsideTV.com or Nokian Tyres’ YouTube page to watch videos of Chris and Daron. Those segments and other content will also appear on Outside TV.

Nokian Tyres invented the winter tire in 1932 and owns the largest winter tire test facility in the world, north of the Arctic Circle in Ivalo, Finland. The company also crafts all-season and all-weather tires that are tailored to the needs of North American drivers.