Every spring, the off-road world makes its annual pilgrimage to Moab, Utah, and this year, Milestar Tires was right there in the thick of it. Easter Jeep Safari (EJS) is a nine-day event hosted by the Red Rock 4-Wheelers, a local club that has organized the event since 1982, and widely regarded as the Super Bowl of the off-road calendar. Over 20,000 off-road enthusiasts descend on the red rock terrain of southeastern Utah to run trails, connect with the industry, and celebrate the culture that defines this community. For brands like ours, it's one of the most important events of the year, not just for visibility, but for the relationships that drive long-term loyalty and build brand equity.
OUR WEEK IN MOAB
We kicked things off on Monday, joining a trail run sponsored by Skyjacker Suspensions. For those unfamiliar, Skyjacker is one of the most respected names in off-road suspension, and they were among the earliest industry partners to adopt the Patagonia M/T, a vote of confidence that helped establish credibility for the tire early on. Seeing their rigs, and plenty of others on Milestar was a strong reminder of where the brand stands with serious off-road enthusiasts.
On Tuesday, we hosted our own Milestar trail run, the response exceeded expectations. RSVPs filled up quickly, and we had vehicles following our group unofficially just to be part of the experience. The off-road community can spot inauthenticity from a mile away, and the feedback we received reflected that. People appreciate brands that show up, engage genuinely, and treat them as part of the community rather than a target audience. That reputation is something we've worked hard to build, and it's one of the reasons we enjoy a degree of brand loyalty that's rare for a Tier 3 tire brand in this space.
On Wednesday, we attended Dana Spicer's party at the local bowling alley. Dana Spicer, a division of Dana Incorporated, is one of the most recognized names in off-road drivetrain components. Their axles and driveshafts are found under some of the most capable rigs in the world. It was a natural setting to debut our vehicle on the new Patagonia M/T Pros, which we officially announced earlier this year at King of the Hammers. The reception was immediate. People gravitated toward the vehicle and the conversation around the tire was genuinely enthusiastic.
From there, we made sure the vehicle had a presence everywhere that mattered. It was on display at the Spanish Trail Arena Wednesday through Friday; the central hub of EJS where the vendor exposition draws heavy foot traffic from enthusiasts, builders, and industry insiders; and it was front and center at our Taco Party on Thursday evening. By putting the vehicle in front of three very different but equally engaged audiences across the week, we were able to keep the M/T Pro conversation going and meet people where they already were. The excitement was consistent at every stop.
The Milestar Taco Party itself was another strong turnout, and another reminder that Milestar's place in this community isn't purchased, it's earned.
LOOKING AHEAD
What we do at events like EJS is foundational work. The credibility we've built with the off-road community is a genuine asset, and one worth leveraging as we continue to grow the broader Milestar lineup. Customers who've seen the Patagonia M/T-02 in action on Moab's most demanding terrain are already primed to trust what we bring to the table with the A/T Pro, X/T, and beyond.