Pirelli Tires Gets Down With Hip-Hop

Pirelli tires will tap into the power of the Hip-Hop culture, teaming with Russell

Simmons' Hip-Hop Summit Action Network as well as Sean "P. Diddy"

Combs in a new marketing campaign.

The company will launch an urban marketing initiative

with the Hip-Hop Summit Action Network (HSAN) to promote social responsibility.

In a statement, the company said it's goal was

"to use Hip-Hop to effect positive social change."

The partnership has produced a "Controlled

Driving" campaign that promotes safe driving in the urban community.

Pirelli, HSAN and Combs' non-profit organization

Daddy's House will organize a series of "Controlled Driving Days"

and the company will also be a sponsor of the 2004 Hip-Hop Summit.

The company recently launched a clothing line,

P Zero, aimed at the urban consumer.