Firestone marks nine decades in South Africa with an intimate celebration of music, legacy, and the people carrying its story forward. In 2026, Firestone celebrates a milestone that few brands can claim: 90 years of heritage in South Africa.
The journey began in 1936, when Firestone officially opened its Port Elizabeth factory. The original facility produced approximately 350 car tyres a day and employed 150 people. Nine decades later, that history continues to form part of Firestone's identity in South Africa.
To mark this milestone, Firestone brought its heritage to life through an intimate celebration held at Untitled Basement in Braamfontein on the 30th of September 2026. The event explored heritage through one of South Africa's most powerful cultural languages: music.
Passing the baton
The theme of the celebration was centred around an idea that sits naturally within a 90-year story: passing the baton. Heritage is not simply about looking backwards. It is about what we choose to carry forward.
Over the decades, Firestone's story has been shaped by innovation, resilience, mobility and an understanding of the roads and people it serves. From the early days of local tyre production to its evolution as part of the global Bridgestone family, the brand has continued to adapt while retaining the values that have defined it. Firestone's heritage includes milestones in tyre innovation, motorsport and even music, with the brand's relationship with music dating back to its historic Voice of Firestone radio programme.
“90 Years of Dependability: Passing the Baton” brought that idea into the present, creating a space for conversations around music, resilience, reinvention, purpose and the legacies we leave behind.
The celebration brought together South African music legends and rising voices, reflecting the event's central message: every generation receives something from those before it, and every generation has an opportunity to shape what comes next.
