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Partnering with Nokian Tyres: A Shared Vision Of Sustainable Tires

January 22, 2026
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Collaborations
At Reselo, we believe that having an impact on the materials industry requires strong partnerships. And when tackling fossil-based rubbers – the tire-industry is the right industry to address. Tires make up ~70% of the rubber used globally.
 
Therefore, one of the most exciting collaborations on our journey has been with the Finnish tyre manufacturer Nokian Tyres, known for their commitment to safe, high-performing tires and effort to work sustainably. 
 
Sharing the vision that sustainability improvements and performance enhancements can go hand in hand, this partnership is a natural fit for us.
 
Nokian tyres

FROM COMPETITION TO COLLABORATION

Initially, after screening different rubber industries, we doubted whether it would make sense for us to interact with the tire industry. The enormous size of the industry, and even more so their mostly conservative thinking, led to the conclusion that we, as a small, innovative company with little resources would not be a good fit for them.

But then we met Nokian Tyres. Invited to compete in their 2023 “FAST RACE, BIG CHANGE” innovation challenge, we experienced a very different approach where sustainability and innovation were valued as core parts of their long-term business strategy. This changed our minds, and we were honored when our birch-bark-based material was selected as the winning entry.

After winning this competition we engaged into a project with Nokian Tyres to evaluate the potential of our material for tire applications. The positive test results and the innovation-centred mindset driving our collaboration on both sides motivated us formalize our relationship through a multi-year, joint development project in 2024.

 
Woman looks at tire in lab

WHY IT MATTERS

For us at Reselo, this partnership represents more than just a technical product develpment project. It shows that leading industry players, like Nokian Tyres, are eager to embrace renewable materials and invest in such developments. Further, using birch bark, a residue of the forestry industry that is generated in high volumes, particularly in Finland, mitigates supply chain risks and supports the local economy in the long term. By closely collaborating with Nokian Tyres, we are driven to create better performing and more sustainable products that considers circularity.

 

THE ROAD AHEAD

There is still much work to do, and we’ve got an exciting road ahead of us! However, tires must withstand some of the harshest conditions, like operating at temperatures from -30° C to over +40 °C or during heavy rain fall as well as under desert dryness without performance loss.  Ensuring that those standards are met requires rigorous testing of any new product. Therefore, our joint efforts with Nokian Tyres will continue to focus on performance and scaling.

 

“Reselo’s raw material has great potential to be used in tires. We are excited to develop it further in cooperation with Reselo and aim to have it in Nokian Tyres tires in the future,” says Jukka Koskinen Senior Manager, Research & Sustainability from Nokian Tyres.

While we continue on our journey, we are proud of the progress made so far and excited about what lies ahead. By combining our material innovation with Nokian Tyres’ expertise in tire development, we can make a meaningful contribution transitioning toward more sustainable mobility.

In January 2026, we were finally able to share that Nokian Tyres has launched the Nokian Tyres Betula concept tire, made with Reselo Rubber! This collaboration demonstrates how ambitious partnerships can accelerate change in traditionally conservative industries. The tire industry operates at massive scale—making progress challenging, but impact enormous. Step by step, together with Nokian Tyres, we’re working toward better-performing, more sustainable products with circularity at the core. 

Nokian Tyres