The world is focused on digital and Bridgestone needed to be as well in order to set a clear path for the future. VML aligned digital efforts with Bridgestone strategy to create consumer value, secure competitive advantage and maximize the value chain as the company and consumers moved away from traditional buying patterns.

Bridgestone turned to VML to define an enterprise-wide digital strategy focused on elevating digital maturity, enabling direct-to-customer commerce, and elevating the overall customer experience. We defined a new technical foundation for commerce called the Cross Border/Cross Business Unity initiative (CB2) enabling a comprehensive centralized global technology platform for digital engagement. This modernized platform provided enterprise-wide capabilities, integrated real-time data, customer analytics, and digital asset management for all global marketers to adapt as needed within their regions. We also consolidated dozens of public-facing web properties into a set of brand-specific customer experiences, optimizing the customer journey and capturing significant operational savings. These new experiences improved conversion substantially, in one case closing funnel loses by a third.


Case study

Cleats made out of recycled tires.


Discarded tires are piling up in landfills around the world at a rate of over 62 thousand tons a year. Football is life in South America. Unfortunately, many children are not able to afford the cleats needed to play the game safely and competitively.


  1. Collect the rubber from discarded tires.
  2. Process it into useable material.
  3. Give a child his or her first pair of football cleats.


We partnered with Colombianitos, a charity that uses football schools to inspire kids to stay off the streets. With their help we can donate Recycleats to children across Latin America. For these children, football is more than just a game. Football schools give their lives structure and purpose. Many of the 3.5 million kids served by these schools play barefoot. Recycleats will improve their game, keep them safe and let them know that people care.