Pirelli is turning its ultrasoft tyres pink for the United States Grand Prix, as part of Formula 1's push to help breast cancer awareness.
With F1 planning a host of initiatives this weekend in Austin as a sign of support for the Susan G Komen breast cancer charity, Pirelli is doing its part too to help.
As a one-off, it has announced that the branding on its ultrasoft tyres will lose its regular purple colour and will instead be pink.
A short statement from the Italian tyre company said: "Pirelli is completely behind this key initiative, using its tyres to get the impactful message across.
"It's a symbol of solidarity and commitment, as well as a powerful reminder of the importance of the cause. So, this weekend, make sure you think pink."
The Susan G Komen organisation has helped raise $920 million (USD) since 1982, and now has a presence in more than 60 countries.