BFGoodrich Tires announces product integration with Paramount+ Landman

Greenville, SC – BFGoodrich Tires announced a product integration partnership with Paramount+ and the hit TV series Landman, which returned for its second season on Nov. 16. New episodes of Landman, starring Oscar® winner Billy Bob Thornton, are available to stream every Sunday.

Set in the lucrative, yet dangerous world of the West Texas oil industry, Landman is a story of ambition, grit and endurance, making it the perfect backdrop for BFGoodrich Tires, which are built to overcome the toughest conditions.

The partnership brings BFGoodrich into the Landman narrative in a way that’s authentic to the show’s rugged aesthetic and character-driven storytelling. After all, the tagline for the new BFGoodrich All-Terrain T/A KO3 tire is “Legendary Toughness, Made Tougher.”

“BFGoodrich Tires are engineered for people who live boldly and drive with purpose,” said Omer Waysman, vice president of marketing for Michelin North America, Inc.’s business-to-consumer products. “Partnering with Landman allows us to showcase the outstanding performance of the KO3 tire, and other Terrain Family products, in a variety of harsh terrains.”

“Ready for Anything” – The KO3 tire is displayed in a marketing campaign titled “Ready for Anything,” starring Landman’s Jacob Lofland, who plays young oilman Cooper Norris in the series. The short-form docu-style piece was shot at Henderson-Durham Ranch in Jacksboro, Texas, and was produced by Paramount Brand Studio, with a crew headed by Emmy-winning director and cinematographer Scott Duncan.

In the 90-second vignette, Lofland takes viewers along for a ride, while describing his process, character and mindset as an actor. He connects his Landman experiences to themes that genuinely fit BFGoodrich: tough enough for “The Patch,” the dynamic backdrop of Paramount’s Landman, but ready for everyday life and whatever it throws at you.

Lofland illustrates how his character embodies the spirit of “legendary toughness, made tougher” and shows respect to the Texas landscape as well as the real oilfield “roughnecks,” who find a way to handle any situation they encounter.

“Creating stories that truly resonate is central to what we do, and our partnership with BFGoodrich underscores that commitment,” said Dario Spina, CMO, Paramount Brand Studio. “With Landman so deeply connected to the terrain of West Texas, BFGoodrich’s natural off-road tire performance made the collaboration a perfect match. Together, we were able to seamlessly integrate BFGoodrich into the fabric of Landman, while also creating content that offers an added extension for fans.”

A 30-second version of the vignette first aired Sunday, Nov. 16, during the premiere of Season 2. The full 90-second vignette will appear on Landman social media channels, supported by BFGoodrich, later this month.

Product integration
The KO3 tire’s predecessor, the iconic BFGoodrich All-Terrain T/A KO2 tire, as well as the rugged BFGoodrich HD-Terrain KT tire can be seen on key vehicles during Season 2. New episodes air each week from Nov. 16, 2025, through Jan. 18, 2026.

This partnership marks a bold evolution in branded entertainment, where product and story converge to create unforgettable moments.