Born in Guinea, Africa, but residing in France, Traoré has played for Paris St. Germain and in other high-ranking international teams. Moreover, he has been entered three times into the Guinness Book of Records thanks to his extraordinary performance abilities with the ball at his foot. BKT's choice to partner with this performer took shape last February at the occasion of SIMA, Paris, where he had been engaged for the first time, unleashing a storm of enthusiasm among the audience by means of his spectacular acrobatic performance.

There is much harmonic accord between the Indian company's key values and Iya Traoré's unparalleled style that led to this agreement. Above all, they share the passion for performance followed by commitment, pursuit of perfection, determination, and resilience. Other factors are a distinct personality, the capacity of conveying enthusiasm, genius, and creativity. In a nutshell: Iya Traoré is the perfect ambassador for his sport, just as BKT for its market, i.e. Off-Highway tires.

Yet, BKT and Iya Traoré have other commonalities that will make this partnership work, namely their give-back philosophy. On the one hand, BKT has been continuously involved in supporting charitable initiatives in its home country, India. Likewise, the champion Iya Traoré - originating from Guinea, still a very poor country - is today able to support his country by means of his foundation helping the 8-to-28-year-olds through sport and educational programs.

Thanks to this agreement, BKT will also play an active role in the project by providing the IYA Foundation school with the material necessary to the students. The company will also support some smaller hospitals through the supply of medical instruments and photovoltaic cells to produce electric current vital to guarantee the continuous functioning of the hospital services.

Yet, it could not be different. BKT has always been committed to a sustainable business model based on shared values that are deeply rooted in the company's history, putting people and their wellbeing into the focus of attention. A prime example is the BKT Foundation operating readily for the purpose of sustaining projects and initiatives of several nature in India.