BFGoodrich has a history of tire innovation and excellence. The company developed the first radial tires and the first tubeless tires in the United States—improving safety and performance while producing a more comfortable ride. Michelin, the BFGoodrich parent since 1990, had engaged Catchword on several projects over the years and returned to us to name a new ultra high-performance tire for its g-Force line. This tire maintains an optimal footprint shape during cornering at high speed, producing better road contact in both wet and dry conditions. Its durable construction maintains performance throughout tire life, while its lateral groove damper reduces road noise for driver and passengers. Because BFGoodrich hoped to attract new consumers to the brand and lure them into performance driving, we explored words that instantly and powerfully express the brand messages. Phenom, the name the client ultimately selected, makes clear that this tire delivers unparalleled performance. Whether launching off the line, in tight corners, or braking hard, you’ll feel the confidence of a young superstar.
