BFGoodrich Tires Get Grit For Season Two of Landman

Season Two of Landman is back on Paramount+, and things are getting dirty in the West Texas oil fields. This time around, the trucks tearing through The Patch have some serious rubber underneath them, thanks to a new partnership between the show and BFGoodrich Tires.

A Natural Fit For West Texas

This isn’t your typical product placement where a shiny car looks out of place in a gritty scene. The show’s co-creator, Taylor Sheridan, built a world defined by rough terrain and tough characters. BFGoodrich saw this as the perfect stage. Omer Waysman, vice president of marketing for the brand, noted that the show allows them to demonstrate exactly what their tires are made of.

The Gear of Season Two of Landman

Fans watching Season Two of Landman will spot plenty of familiar tread patterns. The show features the brand’s heavy hitters, including the legendary All-Terrain T/A KO2 and the ultra-tough HD-Terrain KT. But the spotlight is really on the new KO3. To highlight this, BFGoodrich launched a vignette starring Jacob Lofland, who plays Cooper Norris. The clip, shot on location in Jacksboro, Texas, draws a line between the grit of his character and the durability of the tires.

Blurring The Lines

Paramount Brand Studio produced the content to make sure it didn’t feel forced. They brought in Emmy-winning director Scott Duncan to ensure the look and feel matched the show perfectly. Dario Spina from Paramount emphasized that because the terrain is such a huge character in the story, the collaboration felt organic. It allows the product to become part of the story fabric rather than a distraction, showing the tires doing exactly what they were designed to do.

Catch The Action Every Sunday

With new episodes streaming every Sunday through January 18, 2026, there is plenty of time to see how the equipment holds up against the elements. It’s a smart play by BFGoodrich to put their tires on the vehicles that are supposedly doing the hardest work on television. If you are tuning in for the drama of the oil rig, keep an eye on the wheels; you might just see some BFG rubber doing the heavy lifting.