000.jpg: Illustrated cover montage under a large Nitto logo. At center, a man in a tan suit holds a ring-shaped award while surrounding scenes show teamwork and business moments, including people collaborating at desks, a presentation with charts, and a handshake. Performance imagery frames the lower half with oversized off-road tires, a race car, and an off-road buggy climbing rocky terrain.
001.jpg: A yellow chapter card reads, "Chapter 1 In the Beginning." Below it, a wide overhead view shows a crowded indoor auto show with brightly colored sports cars and a speech bubble that says, "So...".
002.jpg: Two young men sit at computer workstations in the foreground while an older man stands behind them and speaks. His speech bubble reads, '...you two want to hear a story?'
003.jpg: Close-up on the two young men beside a monitor as they turn toward each other with surprised expressions. A speech bubble above them says, 'WHAT?'
004.jpg: The scene widens to show the older man standing near the two younger men and their desk monitors. Speech bubbles carry the exchange about the story beginning in 1993, followed by the younger character replying, 'Umm... we weren't born yet.'
005.jpg: A close-up portrait of the older man as he continues narrating with a serious expression. Speech bubbles read, 'It was difficult times for all of us, but for none more than a man named...'.
006.jpg: A suited Tomoshige Mizutani walks along a city sidewalk past parked cars and tall buildings. Dialogue reads, "This is great, Mr. Mizutani; we sold a lot of tires last year," followed by Mizutani answering, "No. We have far too much inventory that remains unsold."
007.jpg: Inside a tire shop, workers stand around vehicles, with a car on a lift while Mizutani listens.
008.jpg: Shop workers explain that no one listens to what they actually want. One says manufacturers put tires out as "take it or leave it…" Offscreen, Mizutani asks "and what is it that you want?"
009.jpg: A shop worker begins to ask whether he can help, but Mizutani interrupts from the shop floor. His reply begins, "I hope so. Or, more to the point..."
010.jpg: A close-up shows Mizutani in a dark suit and yellow tie holding out a business card marked Nitto Extreme Performance. He says he hopes they can help each other, then another voice asks, "Who are you?"
011.jpg: The shop workers gather around Mizutani and a man in a green shirt asks, "Are you for real?" Mizutani responds, "Oh, yes. Of that I can assure you." Another man is curious by Mizutani and asks, "So what do you want?"
012.jpg: Mizutani asks the team to tell him what they want, "…not what we’ve been forcing down your throats." The shop employees join in unison, "Give us size!"
013.jpg: Later on, the conversation shifts to strategy. The shop employees agree that brand name is not the priority if the company builds the right tire. Mizutani promises the team he will do it and that customers will be amazed.
014.jpg: A man in a green shirt turns to coworkers in the shop and asks, "What do you think?" Another person replies, "Me?" as the group considers Mizutani's proposal.
015.jpg: Mizutani walks away after the meeting. A skeptical comment follows him: "I think we're never going to see that guy again."
Chapter 2: No Risk, No Reward
016.jpg: A yellow chapter card reads, "Chapter 2 No Risk, No Reward." The panel then shows Yokosuka, Japan, outside a tall office building with a speech bubble saying, "Kazuo Yamada is on the phone for you."
017.jpg: A man at his desk questions whether the call is correct, "Are you sure?" The person on the call confirms it to be true, to which he replies, "All right, patch him through."
018.jpg: On the phone, Mr. Yamada insists, "We need to make these sizes!", and urges, "Let’s figure out what it would take to make it happen." The man explains he wasn't expecting this call today.
019.jpg: During the call, someone asks, "What time is it there?" The reply trails off with uncertainty, "I don't even know..." as the late hour becomes clear.
020.jpg: A man on the phone looks aside at a wall clock and says, "I guess it's 12:05 in the morning. Crazy..." Another voice asks, "Sir, why are you up at this hour?"
021.jpg: The man laughs off the question about the late hour. He says, "Never mind that! Let me tell you about the day Mizutani had..."
022.jpg: Mizutani stands in front of his team, sharing a presentation detailing how to deliver what the customer wants, relating to size availability, and creating the tire of the future. When someone asks, "What if this doesn't work?", his reply is, "I'm not concerned with that."
023.jpg: Mizutani stands near the whiteboard and reinforces the strategy. The key message reads, "Let's deliver what the customer desires."
024.jpg: During the planning meeting, one person asks, "And you think this will work?" The answer is firm: "It has to."
025.jpg: The team explains that getting the tires through development and production would normally take a year, even with approval. Mizutani cuts the timeline down sharply: "I understand that... but we have three months."
026.jpg: The team reacts with shock: "Three months?!" The employee says they want to give their best, but the deadline is clearly daunting.
027.jpg: Mizutani acknowledges that mistakes are certain, but frames the work around customer benefit. Mizutani encourages, "We will give our customers what they need, because that's what we do."
028.jpg: Beside the presentation, Mizutani states this customer focus separates Nitto from competitors. If the team fails in the process, they will learn, move on.
029.jpg: Mizutani concludes that the team should make the best product possible and asks, "So shall we begin?" An employee says, "Let’s start with ‘Fueled by Enthusiasts’."
030.jpg: The team first develops cardboard templates for the new tire size, then checks whether the tires touch the fenders during turns. They keep repeating the process until the fit is right.
031.jpg: Three months later, workers roll large tires through a shop around a blue car. A shop employee in a green shirt says, "Whoa whoa whoa..." and "Where are you going with all of that?" followed by the beginning of an answer from Mizutani: "This..."
032.jpg: Mizutani stands beside a stack of new tires with a smile and open hand. He completes the thought: "...is what I promised to deliver to you."
033.jpg: The shop employee in a green shirt looks at Mizutani with recognition. He says, "Wait a second... I know you..."
034.jpg: Mizutani offers a handshake and introduces himself by name: "Tomoshige Mizutani." The other man asks, "But what's all of this?"
035.jpg: During the handshake, Mizutani asks, "You never thought I was going to show back up, did you?" The other man replies, "Honestly, no," while Mizutani begins, "Well..."
036.jpg: Mizutani says he hopes this will not be the last time Nitto tires changes their mind. He gestures toward the tires and asks, "What do you say? You want to try these out?"
Chapter 3: Pushing the Boundaries
037.jpg: A yellow chapter card reads, "Chapter 3 Pushing the Boundaries." Beneath it, a quote box says, "Enthusiasts adore cars. They are the ones we target," above a silver modified car and crowd at a night meet.
038.jpg: A red car waits on a track as narration explains that Dario Orlando, president of Steeda Autosports, would be another late-1990s surprise by Nitto. A voice says, "All right, Dario, we've got perfect weather for today's test drive," followed by, "Although..."
039.jpg: A helmeted Steeda Autosports driver sits in the car and questions whether the other person really needs to run the test. The reply states, "This is the important stuff."
040.jpg: A red car rounds the track while someone asks, "Now which tires were these again?" The answer begins with Nitto, and the driver admits he is more impressed than expected: "Good adhesion, great ride quality overall."
041.jpg: The red car continues around the track while the feedback turns enthusiastic. Dialogue reads, "Really?" then, "Yeah... I'm used to hard and loud tires, but these are... wow. This thing is really great in the corners."
042.jpg: A man in a brown jacket and cap stands beside the track holding a small device, focused on the red test car as it drives away.
043.jpg: The man reacts with surprise while the red car grips the track. A speech bubble contains only an exclamation mark, emphasizing his startled response.
044.jpg: Inside the test car, the driver touches his helmet and says, "...you broke up on the last bit. What's the time?" The reply states, "Let's just say that it was faster and leave it at that."
045.jpg: A Muscle Mustang & Fast Fords magazine article reports that Nitto drag radial tires finished first against top-rated competitors. Captions say the magazine ran tests, "...and sure enough, Nitto won," while noting one company complained.
046.jpg: The older narrator tells two young men that the complaining company should have used that time to make a better tire. One young man adds that they would have gotten a better score, and the narrator says, "You two are smart kids, I'll give you that."
047.jpg: At a glowing computer monitor, the narrator says, "Let me show you something" and points them to "www.nittotire.com. Check it out." He says the site won the 2007 Horizon Interactive Awards and that Nitto was ahead of the game. "Remember 1999?", he asked the young men. The young men smirk and one says, "We were like, two."
048.jpg: "Exactly.", the narrator states as he places his hand on the head of one of the young men. He goes on to say that 1999 was the year "they started their website, cool huh?"
049.jpg: The older narrator says, "So where was I...? Ah, yes... 1999." He explains that while other companies did not understand what their customers wanted, "Nitto knew where the answer would be found…"
050.jpg: Narration finishes the thought: "...where the car enthusiasts were." Two men walk through an outdoor car show packed with colorful custom cars and spectators.
051.jpg: The panel shows more of the colorful vehicles that are at the car show.
Chapter 4: Taking to the Streets
052.jpg: A yellow chapter card reads, "Chapter 4 Taking to the Streets." Two representatives stand near lifted trucks at an outdoor show, and a speech bubble says, "Let's see."
053.jpg: A representative bends near a brown truck's tires and begins, "This one has-" before the owner interrupts with, "Help you with something?"
054.jpg: The representative apologizes while standing near the truck owner and another attendee. He explains, "I was just checking out your tires there."
055.jpg: The owner replies that he can see the representative checking the tires. He asks, "What for?"
056.jpg: A woman asks whether there is a problem as people gather near the truck. The answer begins, "Oh, no problem. Like I said-"
057.jpg: The conversation becomes tense as a woman asks, "Why're you here?" Another attendee bluntly asks, "You two some kind of Asian gang?"
058.jpg: The two men face each other in profile against a pale blue sky. The silent panel holds the awkward beat after the confrontational question.
059.jpg: The two men burst into laughter: "Ha ha ha ha ha ha ha!" One explains, "We're with Nitto Tires. You ever heard of them?"
060.jpg: Attendees discuss Nitto tires, including one person whose buddy uses them on his Mustang. The Nitto representatives explain they are trying to see what people use: tire brands, patterns, and sizes.
061.jpg: A Nitto representative says they are trying to figure out what customers want. He explains that this is how Nitto finds its information: from customers.
062.jpg: The Nitto employee recognizes the lifted trucks, and asks the truck owners for feedback on the tires they’re using. Truck owners explain that they want larger wheel diameters and that their current tires are not cutting it. The conversation captures practical feedback from enthusiasts at the event.
063.jpg: A customer asks if the men are with Nitto, then says he went straight to Nitto after getting a supercharger. He praises how the tires grab in every gear, and the team replies that it is great to hear.
064.jpg: A customer tells the interviewer, "I run the Nitto 555Rs. Great tire... great tire." The interviewer asks whether he really likes them so far.
065.jpg: A satisfied customer says, "This is my second set, actually." The Nitto employee responds that his bosses will be very happy to hear that.
Chapter 5: The Rise of Grappler
066.jpg: A yellow chapter card reads, "Chapter 5 The Rise of Grappler." A red lifted truck drives through snow between caption boxes that read "I would rather them focus on creativity and originality." and "Nitto has to be the brand that brings something exceptional to the market."
067.jpg: Narration explains that Mike Burroughs of AMT Forged Alloys could not provide larger wheel sizes until there was a tire to fit them. The panel shows a manufacturing or warehouse setting filled with tires.
068.jpg: The narrator continues the story and says Burroughs went to the tire market leader. The panel shows Burroughs standing outside of an office door with paperwork in his hand.
069.jpg: The narrator explains that no one would pay attention to Burroughs. The panel shows Burroughs being ignored by a receptionist.
070.jpg: A conversation surrounding Burroughs states that no one would talk to him, until …"Let me guess: Nitto showed up and helped them out."
071.jpg: Nitto representatives shake hands with Burroughs, ready to discuss the possibility of making new tires, having done a lot of legwork already thanks to Nitto’s grassroots approach.
072.jpg: In a tire shop, 3 technicians inspect tires on a lifted truck while narration explains that many customers struggled with balancing light truck tires.
073.jpg: A computer monitor lights up with the Advanced Manufacturing System interface. The panel introduces the technology as a new step in Nitto's tire development process.
074.jpg: Two technicians inspect a mounted tire beneath a vehicle. Narration contrasts, stating "while the other guys keep having to come back and re-balance due to wheel rim slip…"
075.jpg: Two technicians review tire specifications at a computer. The narration explains that the advanced system allows tires to need only the initial balance plus minor later adjustments.
076.jpg: A yellow off-road truck tears through desert terrain, throwing up a large cloud of dust. Narration explains that Nitto targeted off-road drivers because tire tread matters deeply to them.
077.jpg: Two Nitto employees are standing in the desert with clipboards watching several off-road vehicles in the background drive by. One of the men says, "So what do you think?"
078.jpg: The man in brown crouches over tracks in the dirt and studies the pattern closely. He says, "We need the most impressive footprint."
079.jpg: The man in blue looks puzzled against a clear sky. His response shows uncertainty: "...I didn’t catch that."
080.jpg: The left panel shows a hand tracing tire tread in dirt, while the right panel shows the employees beside a red off-road vehicle. One asks, "What about an animal print?" and suggests gorillas, then elephants.
081.jpg: The two men pause for thought as they think through the tire tread idea.
082.jpg: A close-up of the designers face appears against a warm background. A glowing lightbulb above his head signals a sudden breakthrough.
083.jpg: The designer says, "Let's make it a dinosaur's footprint. That's the logical choice." His colleague questions the leap with, "Logical?"
084.jpg: The designer argues dinosaurs are tougher than gorillas and fiercer than elephants. They land on a name: "We can call it the Mud-Grappler."
085.jpg: The designer in blue keeps brainstorming, saying, "We could do flames..." and then, "...Maybe call it the Dune-Grappler?"
086.jpg: The other designer listens to the ideas and encourages the brainstorming to continue. He asks, "That's good; what else could we use?"
087.jpg: At sunset, two silhouetted figures revisit the product names near a red truck. The speech bubbles read, "Umm... Trail Grappler" and "And Terra Grappler."
Chapter 6: Fueled by Enthusiasts
088.jpg: A yellow chapter card reads, "Chapter 6 Fueled by Enthusiasts." Another caption says, "We need the most impressive footprint," as an orange lifted truck drives through dusty terrain.
089.jpg: The older narrator approaches two young people at computer workstations and asks, "You boys like computers, huh?" They answer yes and explain they like computers and cars.
090.jpg: The narrator tells the boys to study what the machines can do. He explains that Nitto uses its own programs to simulate every stage of a tire's design.
091.jpg: The older narrator gestures as he explains that the same type of thinking helped create the Invo. He describes it as a tire specialized for high-end passenger cars. And the tread was selected in a design competition held at several of the top art schools in the U.S.
092.jpg: The two young boys sit at their computers, thinking through what they have learned. They share the thought that the tire wouldn’t have been possible without Nitto's technology.
093.jpg: The young men look around the computer area after the narrator vanishes. One says, "Hey... where did he go?" "I don't know." the other responds. "You don't think that he was a ghost or something, do you?"
094.jpg: A wide indoor car show scene shows vehicles, crowds, and display screens. One boy jokes that a ghost would not go into car shows teaching people about Nitto tires, then says, "Get real, Simon."
095.jpg: One young man asks whether they are going to play more, but the other wants a moment first. He says, "In a minute. I thought I might check out the website."
096.jpg: A bird's-eye view shows the event area with colorful display cars and visitors moving through the venue. The young men, looking at the website, in unison say, "Cool..."
097.jpg: A yellow banner reads, "Let's deliver what the customer desires." Beneath it, a blue muscle car drives down a highway.
098.jpg: The older narrator stands around a corner and smiles as the young men walk away from the computer and into the crowd.
099.jpg: The narrator is walking to a blue sports car outside the crowded venue. His phone rings.
100.jpg: The narrator answers the phone stating that he’s now on his way to the shop and had to make a quick detour. The person on the other end of the call says, "Spreading the word about Nitto again, huh Hiro?"
101.jpg: Hiro smiles and says that their success is based all around the customer. "We listen and then tell what Nitto can offer."
102.jpg: Hiro is looking down admirably at the tires on his blue sports car and says, "the end result speaks for itself."
103.jpg: Hiro looks up to the warm sky as the person on the other end of the phone asks Hiro to call him after his meeting since customers always have great ideas. "I will.", Hiro responds.
104.jpg: Hiro gets into his car and begins to drive away.
105.jpg: Hiro drives off in a hurry in his blue sports car as smoke is coming off the rear tires.
106.jpg: Hiro’s car launches into a dramatic acceleration, filling the scene with smoke as the warm sky and motion effects amplify the sense of power and speed.
107.jpg: Blue, yellow, and white performance cars sit in a bright venue with a crowd behind them. The caption reads, "From the L.A. tracks..."
108.jpg: Two people examine the tire on a yellow performance car, one crouched close to the tread. The inspection underscores attention to tire quality.
109.jpg: A white pickup with auxiliary lights races across desert terrain and kicks up sand. The caption reads, "...to the Nevada deserts."
110.jpg: A man examines the tire of a red car while captions summarize Nitto's focus. The text reads, "Car enthusiasts of all stripes know one thing:" and "Nitto puts them first."
Chapter 7: The Social Strategy
111.jpg: A yellow chapter card reads, "Chapter 7 The Social Strategy." A collage mixes social media charts, Times Square crowds, and Nitto signage while narration explains the small budget, visibility strategy, and brand recognition goals.
112.jpg: Drifting cars smoke across a track as narration shares that, "in those early days, the big three had all the press, and all the sports spotlights." but Tomo made sure Nitto got into the game. The bottom panel names James Deane as the 2025 Formula Drift Champion driving a Mustang on Nitto tires.
113.jpg: A Nitto-branded off-road vehicle races through desert sand with other vehicles behind it. Captions read, "Be bold and take risks," "Challenge things which others have not," and "When you dedicate yourself to the deep study and preparation... there will be a special moment when you feel the fear of risk wash away."
Chapter 8: Action & Presence
114.jpg: A yellow chapter card reads, "Chapter 8 Action & Presence." In a high-end showroom, a customer stands among luxury cars speaking with a salesmen while a narration box states the core rule: talk to people.
115.jpg: The customer notices Nitto tires on most of the showroom cars. The dealer replies that they like to show off the cars and that the tires help do the job better than he can do it himself.
116.jpg: The customer asks whether the prices look right, and the dealer agrees. The customer then asks why he would get the Nitto tires when another brand is so much cheaper.
117.jpg: The dealer admits the cheaper tire would probably save money. Then he reminds the customer of the old saying, "You get what you pay for," while customer asks, "Sure, so what?"
118.jpg: A close-up shows a hand gesturing over a Nitto tire mounted on a wheel. The dealer says the other brand may be fine, but you don’t want something that is just fine for his car.
119.jpg: The dealer tells the customer he wants something that outperforms everything else on the market. He adds that paying extra means knowing he is getting the best tires and showing others he will not settle for fine.
120.jpg: A night aerial view of Yankee Stadium shows the 2024 World Series, Game 4, bottom of the third inning, with Los Angeles leading New York 3-1. A caption says "Tomo continued to push to get Nitto in front of people, and one of sports biggest stages offered an opportunity."
121.jpg: A baseball batter waits at the plate with a NittoTire.com sign across the outfield wall. Captions states, "Tomo always said that he couldn't say hope was a strategy" and "hope was no strategy."
122.jpg: A sequence of close-up panels shows a pitcher, a baseball streaking forward, the batter's intense focus, and the bat connecting with a loud "CRACK."
123.jpg: Under a night sky, a player tracks and leaps for the ball in front of the NittoTire.com outfield sign. Captions say action was being in the right place at the right time, so Nitto could be there when the magic happened.
Chapter 9: The Billion-Dollar Legacy
124.jpg: A yellow chapter card reads, "Chapter 9 The Billion-Dollar Legacy." At a Tire Industry Association event, a man in a suit stands at the podium while a large speech bubble praises the 2025 inductees for innovation, service, and industry impact.
125.jpg: Mizutani and another suited-man raise champagne glasses at a podium in front of a Tire Industry Association backdrop. The man thanks Mizutani for his leadership, passion, and legacy, while congratulating him on his induction into the 2025 Tire Industry Hall of Fame.
126.jpg: Two champagne flutes touch against a golden background. A large sound effect reads, "CLINK."
127.jpg: Mizutani stands before Tire Industry Association branding holding his award while photographers capture the moment. His speech bubble reads, "This honor is beyond my dreams."
128.jpg: Mizutani shakes hands while surrounded by applauding supporters. He says he is deeply grateful for the incredible people who guided, challenged, and supported him throughout his journey.
129.jpg: A montage combines a customer-focused boardroom with Mizutani at the head of the table, 2025 Formula Drift Championship, 2024 King of the Hammers, Times Square signage, and a Nitto headline reading "From underdog to billionaire." A caption says that under Tomo's leadership, Nitto Tire became a one billion dollar company.
130.jpg: A starry sky forms a portrait above mountain carvings of Mizutani and other faces. Text says that looking back, his life comes down to never giving up and being incredibly lucky to have met such amazing people.
131.jpg: A final collage shows multiple vehicles associated with Nitto tires, including a white sports car, a lifted brown truck, a red pickup in snow, and a blue classic muscle car. The image closes the story by showing Nitto across street, off-road, and performance scenes.