Düsseldorf, June 28, 2026 – Yokohama Europe announces a new partnership with Luciano Darderi, one of the most exciting emerging talents on the ATP Tour, as part of its strategy to strengthen brand visibility in Europe through high-impact collaborations built on strong personality and clear value alignment.
The collaboration will officially begin at the upcoming Wimbledon Championships, where Darderi will take to the court with the Yokohama tyres logo displayed on his sleeve, further enhancing the brand’s presence in top-level international tennis.
Born in 2002, Darderi has rapidly established himself on the international stage with an intense, powerful and dynamic style of play. After winning his first ATP title at the Córdoba Open in 2024, he reached a career-high World No. 16 on 18 May 2026, bringing his total to five ATP titles.
His ability to transform pressure into initiative while maintaining composure in decisive moments reflects Yokohama’s “Drive the Game” philosophy—an approach to performance based on precision, reliability and delivering when it matters most.
This partnership also underlines Yokohama Europe’s strong growth momentum and its commitment to further strengthening brand relevance in one of its most strategic markets globally. It aligns with an increasingly localised product strategy, as demonstrated by recent launches such as BluEarth-All Season 2, developed to meet the specific needs of European drivers.
Rooted in Japanese values—discipline, attention to detail, continuous improvement and long-term reliability—and supported by a strong motorsport heritage, Yokohama continues to translate high-performance expertise into both road and sport.
“Joining the Yokohama world reflects closely how I approach tennis and competition. I focus on intensity, consistency and staying clear-minded in key moments. I’m proud to begin this journey with a brand that combines performance, identity and a constant drive for improvement,” said Luciano Darderi.
“This partnership represents exactly the direction Yokohama Europe is taking. We invest in initiatives that express energy, credibility and ambition while strengthening our presence across the region. Luciano embodies these values authentically,” said Gregorio Borgo, President of Yokohama Europe and Managing Officer of The Yokohama Rubber Co., Ltd.
Through this collaboration, Yokohama Europe continues to connect heritage, innovation and top-level sport—bringing onto the court the same values that define its performance on the road: control, grip, responsiveness and confidence.
JOKOHAMA
Founded in Japan in 1917, Yokohama Rubber Company has built extensive expertise across multiple industrial sectors, including tyres, hydraulic hoses and couplings, conveyor belts, marine products and aerospace components. The Company offers a comprehensive range of tyres for all seasons and vehicle categories, including passenger cars, SUVs, crossovers, vans, motorcycles, trucks, buses and off-road vehicles, as well as dedicated solutions for light, commercial and professional transport applications.
Yokohama consumer tyre business is focused on growth through high value-added products, driven by its flagship ADVAN brand, synonymous with high performance, and GEOLANDAR, specifically developed for SUVs and pick-up vehicles. Motorsport plays a central role in this strategy, serving as a platform for the development and transfer of advanced technologies into commercial products.
Under its current medium-term management plan, Yokohama continues to strengthen its regional product strategies, delivering tailored solutions designed to meet the specific needs and market trends of each region worldwide.
