FULLERTON, CA – The wait is over: Yokohama gear is now available for direct purchase online by Yokohama enthusiasts.  Previously available only for purchase by dealers and Yokohama employees, the general public can now purchase these branded items for the first time.  The gear will consist of Yokohama-branded merchandise and apparel for men, women and children.

“The brand affinity for Yokohama is growing,” said Alan Holtschneider, YTC manager of advertising, promotions and events, “and we are excited to support that with the launch of the all-new Yokohama e-STORE. The selection is wider than our previous programs and the cost will be very competitive given the streamlined business transactions.”

The e-STORE can be accessed either through a link on Yokohama’s corporate website or directly at http://merchandiseestore.yokohamatire.com.

Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes the all-new AVID Ascend® –  the first mass-market tire using Yokohama’s breakthrough orange oil technology – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama’s extensive product line, visit www.yokohamatire.com.