WASHINGTON—Tire safety is of year-round importance. But the tire industry is especially highlighting that fact this week.

The U.S. Tire Manufacturers Association is promoting National Tire Safety Week through Sept. 6 to help educate motorists about tire care, safety and maintenance.

Using a theme of “Know Your Roll,” the week originally was slated to take place just before Memorial Day, but the COVID-19 pandemic pushed that back until later in the year.

USTMA decided to move forward with National Tire Safety Week at this point as more and more people are returning to the roads.

“As we continue to navigate a new world impacted by the COVID-19 pandemic, tire manufacturers continue to create the smartest and most sustainable technologies that put the safest tires on the road,” CEO Anne Forristall Luke at USTMA said in a statement. “National Tire Safety week is an initiative that educates drivers about the critical role they play in maintaining tire safety and ensures they have the information they need to successfully prioritize safety on the road.”

The trade group presenting tire manufacturers in the U.S. recommends checking tire pressure each month as well as regularly checking tire tread depth. Tire rotation and proper alignment also are important considerations.

“Proper maintenance and periodic inspections by a tire professional are essential for optimum performance and service life of tires,” USTMA said.

Bridgestone Amercias Inc. is a member of USTMA and doing its part to promote National Tire Safety Week.

“As the only part of a vehicle that directly connects to the road, tires play a critical role in ensuring a safe journey,” Chief Quality Officer Chris Lasko of Bridgestone Americas said in a statement. “Checking tire health is especially important for drivers who may have delayed routine vehicle maintenance in recent months due to COVID-19. We urge all Americans to inspect their tires today and keep their family and others safe on the road.”

Bridgestone boiled down tire safety to three words: inflate, rotate and evaluate.

Giti Tire USA is another participant in the safety week.

“Today’s tires are marvels of engineering that deliver many attributes, such as dependable traction and long tread life,” said Thomas Okihisa, director of marketing for Giti Tire USA, in a statement. “But they only work to their fullest potential if they are properly maintained. National Tire Safety Week is designed to inform drivers about critical safety tips such as proper air inflation pressure and how to determine when your tires need replacing.”

Giti Tire is supporting the tire safety effort with social media messaging during the week.

Cooper Tire & Rubber Co. is working with professional race car driver Loni Unser, who will conduct a series of radio and television interviews from Indianapolis Motor Speedway during the week.

“As a professional race car driver, I know that the tires on my vehicle are what’s connecting me to the road, so tire safety is top of mind,” she said in a statement. “But tire safety isn’t just for the racetrack. It’s important for everyday drivers to know how to properly maintain their tires and perform those checks often.”

Drivers often overlook tires, said Anne Roman, vice president of communications and public affairs at Cooper Tire. “But with more people taking road trips, it’s more important than ever to raise awareness of tire safety,” she said.