BFGoodrich Tires, Paramount+ Partner on Season 2 of ‘Landman’
The company’s iconic tires can be seen on key vehicles during the second season of the hit television series…
BFGoodrich Tires recently announced a product integration partnership with Paramount+ and the TV series “Landman,” which returned for its second season on Nov. 16, 2025. The hit show stars Oscar-winning Billy Bob Thornton.
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, company officials stated in a press release.
With the tagline for the new BFGoodrich All-Terrain T/A KO3 tire being “Legendary Toughness, Made Tougher,” BFGoodrich says the partnership brings its tires into the “Landman” narrative in a way that’s authentic to the show’s rugged aesthetic and character-driven storytelling.
“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.”
The BFGoodrich ‘Ready for Anything’ Campaign
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.
“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.”
