Goodyear, which is traditionally known for its Tire and Rubber Company, has rolled out a lifestyle range in America, Latin America, Asia and Europe.
Alexander PR will lead a 12-month national awareness campaign for Goodyear's clothing, footwear and accessories products, which will be launched in the UK next month. The account was previously held by Canoe Communications.
Goodyear began making footwear in 1901, making the soles of its shoes from the same rubber as its tires.
The campaign will reflect the quality, comfort and durability of the brand as well as promote its seasonal collections.
Fabrice Faurie, vice-president of the division at IMG, said: "Our aim is to increase end consumer awareness of the Goodyear licensed lifestyle programme – clothing, footwear and accessories products, here in the UK."
Adam Rutherford, director Alexander PR, will be leading on the account.