The American Trucking Assns. (ATA) has honored Michelin North America’s truck tire division with its Mike Russell “Good stuff” Trucking Image award for industry supplier. The award recognizes those who generate positive awareness of the trucking industry.

The award is named in honor of the late Mike Russell, who helped develop the “Good stuff. Trucks bring it.” industry image campaign as vp of public affairs for ATA.

“Michelin promotes a positive image and awareness of the trucking industry through a number of programs and partnerships, through our people, and most of all, through our innovative products that we supply to fleets and owner-operators,” said Ted Becker, vp of marketing, Michelin Americas Truck Tires. “Michelin helps promote the trucking industry as essential, safe and sustainable, so it is an honor to be recognized with the ATA ‘Good stuff’ image award.”

There were more than 100 submissions, which were judged based on creativity, execution and reach/impact, according to ATA.

“We are pleased to recognize Michelin North America,” said ATA president & CEO Gov. Bill Graves. “Michelin's efforts in enhancing and promoting the positive image of the trucking industry are significant.”

The “Good stuff.Trucks bring it.” campaign emphasizes the role trucking plays in American society.