14 July 2025

.firestone New gTLD Application

14 July 2025

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New gTLD Application Submitted to ICANN by: Bridgestone Corporation

Application Downloaded On: 07 Oct 2014

String: firestone

Application ID: 1-954-87942

Applicant Information

Full legal name

Bridgestone Corporation

Address of the principal place of business

1-1, Kyobashi 3-chome, Chuo-ku, Tokyo, Japan

Phone number

+81 3 3567 0111

Fax number

If applicable, website or URL

http://www.bridgestone.co.jp

Primary Contact

6(a). Name

Mitsuaki Nakagawa

6(b). Title

Chief Operating Officer

6(c). Address

6(d). Phone Number

+81 3 5521 0107

6(e). Fax Number

6(f). Email Address

This email address is being protected from spambots. You need JavaScript enabled to view it.

Secondary Contact

7(a). Name

Eiji Mineki

7(b). Title

Director

7(c). Address

7(d). Phone Number

+81 3 3563 6545

7(e). Fax Number

7(f). Email Address

This email address is being protected from spambots. You need JavaScript enabled to view it.

Proof of Legal Establishment

8(a). Legal form of the Applicant

Kabushiki Kaisha (Stock Company/Corporation)

8(b). State the specific national or other jurisdiction that defines the type of entity identified in 8(a).

The national law that defines Kabushiki Kaisha (Stock Company/Corporation) in Japan is: Companies Act (Act No. 86 of 2005)

8(c). Attach evidence of the applicant's establishment.

Attachments are not displayed on this form.

9(a). If applying company is publicly traded, provide the exchange and symbol.

Tokyo_Stock_Exchange / 5108 and/or JP383080

9(b). If the applying entity is a subsidiary, provide the parent company.

9(c). If the applying entity is a joint venture, list all joint venture partners.

Applicant Background

11(a). Name(s) and position(s) of all directors

Name

Position

Kazuhisa Nishigai COO and Representative Board Member

Kimiko Murofushi Member of the Board

Masaaki Tsuya CEO and Representative Board Member Concurrently Chairman of the Board

Narumi Zaitsu Member of the Board

Sakie Tachibana Fukushima Member of the Board

Scott Trevor Davis Member of the Board

Yoshiyuki Morimoto Member of the Board

Yuri Okina Member of the Board

11(b). Name(s) and position(s) of all officers and partners

Name

Position

Eiji Mineki Director

Kazuhisa Nishigai COO and Representative Board Member

Masaaki Tsuya CEO and Representative Board Member Concurrently Chairman of the Board

Shinichi Yochi Vice President & Senior Officer

11(c). Name(s) and position(s) of all shareholders holding at least 15% of shares

11(d). For an applying entity that does not have directors, officers, partners, or shareholders: Name(s) and position(s) of all individuals having legal or executive responsibility

Applied-for gTLD string

Provide the applied-for gTLD string. If an IDN, provide the U-label.

firestone

14A. If applying for an IDN, provide the A-label (beginning with "xn--").

14B. If an IDN, provide the meaning, or restatement of the string in English, that is, a description of the literal meaning of the string in the opinion of the applicant.

14C1. If an IDN, provide the language of the label (in English).

14C2. If an IDN, provide the language of the label (as referenced by ISO-639-1).

14D1. If an IDN, provide the script of the label (in English).

14D2. If an IDN, provide the script of the label (as referenced by ISO 15924).

14E. If an IDN, list all code points contained in the U-label according to Unicode form.

15A. If an IDN, upload IDN tables for the proposed registry. An IDN table must include:

the applied-for gTLD string relevant to the tables,

the script or language designator (as defined in BCP 47),

table version number,

effective date (DD Month YYYY), and

contact name, email address, and phone number.

Submission of IDN tables in a standards-based format is encouraged.

15B. Describe the process used for development of the IDN tables submitted, including consultations and sources used.

15C. List any variants to the applied-for gTLD string according to the relevant IDN tables.

Describe the applicant's efforts to ensure that there are no known operational or rendering problems concerning the applied-for gTLD string. If such issues are known, describe steps that will be taken to mitigate these issues in software and other applications.

A number of operational and rendering issues may arise with the delegation, and subsequent operation and use of a new TLD. Some of these issues may be experienced just by the users of one or two particular TLDs, due to the nature or composition of the string itself; whereas other issues (such as software support) may be experienced across all new TLDs.

Evaluation of the potential operational and rendering issues for this TLD was delegated to ARI. ARI is experienced with:

– The operational issues of operating TLDs

– TLDs that offer registrations at the third level (eg .com.au, .net.au) and below

– The rendering and operational issues surrounding the introduction of IDNs

ARI has executed a suite of tests to evaluate any issues arising from the use of the TLD string. ARI configured a test environment that consisted of DNS software, web server software, and an email server configured for sample domains in this TLD. Where possible, ARI attempted to test many equivalent applications, however the number of and different versions of applications means that testing was limited to the most common environments.

The tests executed by ARI indicate that this TLD is subject to the same issues already experienced by TLDs in the root, which are neither new nor unique. A summary of these common issues is provided below.

- Some applications make assumptions about known valid TLDs and fail to recognize new TLDs

- Some Non-IDN aware applications require the user to provide input in A-labels

- Some IDN aware applications present the user with the domain name using A-labels instead of U-labels

- Some IDN aware applications fail to render IRIs in a manner consistent with user expectations.

To mitigate these issues, ARI will work with us to ensure that maintainers of applications are made aware of the delegation and operation of this TLD. When relevant, we will refer the maintainers to the verification code produced by ICANN in the area for Universal Acceptance of All Top Level Domains such that operational issues can be mitigated for other TLDs.

ARI and us will work with maintainers of applications to provide subject matter knowledge where required, and provide directions to the tools provided by third parties such as the International Components for Unicode project and other groups, that can assist the application maintainer in adding the required support. User education may be required enabling users to configure their applications for correct functioning of this TLD. An informational section on the TLD website will be considered to address questions raised by the Internet community.

The steps ARI will take to mitigate these issues are more than adequate. Thus, we do not believe this TLD raises stability concerns and there is no reason that it should be denied on an operational and rendering issues bases.

OPTIONAL.

Provide a representation of the label according to the International Phonetic Alphabet (http://www.langsci.ucl.ac.uk/ipa/).

18A. Describe the mission/purpose of your proposed gTLD.

The TLD is intended to benefit Internet users by enabling Bridgestone Corporation (hereinafter referred to as ʺThe Companyʺ) to communicate more easily and effectively with all Internet users, and particularly with The Companyʹs numerous customers, employees and affiliates. The TLD will become a supporting branding, technology and services platform for The Companyʹs mission and its businesses.

The Company is a long established and well known multinational corporation, with a history spanning more than 81 years. It was founded in 1931 and has changed its corporate name twice, developing its business under the present corporate name from 1951. Its headquarters are located in Tokyo, Japan. The Company is currently comprised of a group of 340 companies, undertaking business in over 150 countries with a total workforce of 143,124 employees (as of December 31, 2011, consolidated basis).

The Company is considered to be one of the leading companies in the rubber tire industry and its related products for automobiles, trucks, buses, construction vehicles, mining vehicles and airplanes, in addition to tennis and golf equipment. The net sales for the fiscal year ended December 31, 2011 were up to JPY3,024,355,000,000 (consolidated basis).

The Company has established a long term, sustainable vision for the development of its business and its strong internet presence, along with technologies such as the World Wide Web and email, are central to this development. This is also reflected by The Company’s domain portfolio, of over 2,000 domains. The Company envisions that the .FIRESTONE TLD and the domain names registered under it will provide a great opportunity to interact online with current and potential customers and stakeholders.

The brand ʺFIRESTONEʺ founded in 1900, has been a well known multinational corporate brand representing Firestone Inc. for over a hundred years. Firestone is a widely recognized brand in the USA, which is signified by the fact that various automotive manufacturers have opted to use its tires on their vehicles. Furthermore, Firestone provides water-proof rubber sheets, and air springs for vehicles in addition to numerous other products. After Firestoneʹs acquisition by Bridgestone Corporation, Firestone was integrated as an important element into Bridgestoneʹs corporate brand.

The Company has registered this corporate brand in over 140 countries and⁄or trademark jurisdictional regions. This corporate brand serves to clearly remind general customers of the companyʹs goods and services.

The .FIRESTONE Registry will provide an Internet space, under the control of The Company, to allow for the distribution and exchange of information among The Company and its stakeholders by means of, but not limited to, websites, social networks, email and other technologies that will reside within the .FIRESTONE domain name space. In addition, ancillary services may be provided in relation to registration of domains within the TLD, including but not limited to website hosting, SEO, marketing and consulting services.

The Company initially intends to reserve all names within the TLD for itself, and to primarily use any of those domain names for promotional and navigational purposes relating to The Companyʹs online presence and⁄or provision of goods and services.

Eventually, though not likely for at least three years post-delegation, The Company anticipates the possibility that Affiliates could license the use of domains within the TLD from The Company. However, such licenses could only be made via contract which limits the use of the domain name to purposes specified by The Company. Such terms would be enforced via monitoring and quick action to mitigate any negative effects of any such abuse, if any. Licenses of the domain names could be revoked by The Company at any time, for any reason.

18B. How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

The TLD is intended to benefit internet users by enabling The Company to communicate more easily and effectively with all internet users, and particularly with The Company’s many customers, employees and business associates. Internet users will benefit from a more distinctive and trustworthy Internet experience in dealing with The Company and its Affiliates. The Company expects to benefit from the TLD by increased and more effective brand recognition in its marketing and communications, and by having an ample supply of relevant and available domain names to use in its business. In addition, the TLD will permit The Company to have greater control over its online brand and services, including but not limited to robust trust and security features. In turn, those benefits are certain to result in a better internet user experience, particularly for those internet users interested in The Company and its products.

What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The TLD ultimately is intended to function as The Company’s online branding and services platform. It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. The goal is to use The Company’s online infrastructure, services and marketing to encourage Internet users to interact online with The Company and its Affiliates.

The Company anticipates having an ample supply of relevant domain names available for its use, which will assist in marketing all of The Company’s products, delivering products and services, and developing new services.

Eventually, though not likely for at least three years post-delegation, The Company anticipates the possibility that Affiliates could license use of domains within the TLD from The Company. However, such licenses could only be made via contract which limits the use of the domain names to purposes specified by The Company. Such terms would be enforced via monitoring, and violations could lead to termination of the license. Licenses of the domain names could be revoked by The Company at any time, for any reason.

What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

The TLD will provide an alternative for The Company and its stakeholders to the current TLDs. The branded nature of the TLD will serve as a differentiation force, as a distinctive name space that simplifies users’ choice to interact with The Company and⁄or its Affiliates. For example, many users more likely will be able to directly navigate to intuitive domains and subdomains, saving time and resources from first accessing a search engine.

As many industry insiders predict there will be many new .BRAND TLDs, it is expected that consumers will learn to distinguish them from the existing TLDs and from new generic, geographical or cultural TLDs. Today, these brands are used and distinguished in the online marketplace and in the bricks and mortar world. Consumers will continue to distinguish them even as these brands will now be represented at the top level of the DNS. The very use by The Company of domains within the TLD ultimately should impact competition by lessening the amount of domain registrations that The Company registers and maintains with existing registration providers. This effect, multiplied by many companies who choose to own and operate their own TLDs, should result in increased competition among the existing registration providers. They will need to compete more fiercely for the remaining business interest in their existing TLDs, and with many new organizations offering use and⁄or registration of new TLD domain names. The logical effect should be lower pricing and better service for all Internet users.

The .FIRESTONE TLD will allow The Company to innovate and create many uses for domain names which today are too complicated, or are unforeseen. Today, it is often difficult to find a relevant and easily available domain name from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name is only available on the secondary market. All new domains must be purchased from third parties and then managed as corporate assets. These expenses and complications can be dramatically reduced over time. Furthermore, an ample supply of immediately available, inexpensive domain names relevant to The Company is likely to pay dividends in ways we do not currently foresee.

What goals does your proposed gTLD have in terms of user experience?

The TLD ultimately is intended to function as The Company’s online branding and services platform. It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. The goal is to use The Company’s online infrastructure, services and marketing to encourage internet users to interact online with The Company and its Affiliates.

More specifically, The Company intends for users to perceive the TLD as a trustworthy indicator of the source of The Company’s online information and services. The Company intends to use advanced technical and policy measures to ensure the security of online transactions and communications, and to ensure that domain names in the TLD are only used for purposes authorized by The Company. The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

The TLD will reinforce the ideals of The Company. Therefore, domains within the TLD will only be used for purposes authorized by The Company. Policies to define and address any potential abuse of any domain name within the TLD will be established and enforced, to constantly reinforce the .FIRESTONE experience and the reputation of the space. These policies are described in further detail below in further response to this Question 18, and in response to Questions 28 and 29.

In addition, the TLD will provide an easily navigable and predictable domain name space. For example, geographicnames.FIRESTONE for locations of The Company’s localized websites, function.FIRESTONE for websites related to that company function, product.FIRESTONE for websites related to that product. All of this will lessen users’ confusion when interacting online with The Company.

Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

The Company intends to be the sole registrant of domain names within the TLD. This will ensure that such domain names only are used for purposes authorized by The Company. Only relatively few, specifically designated employees of The Company will have authority to use or to authorize the use of any such domain names.

To the extent that The Company authorizes Affiliates to use any such domain names, a written license will ensure that The Company maintains control over all use of the domain name(s). That license will include specific guidelines and restrictions relating to use of the domain name(s), including but not limited to specific prohibitions against:

- Illegal or fraudulent actions;

- Spam

- Phishing

- Pharming

- Willful distribution of malware: (Computer viruses, worms, keyloggers, and trojan horses etc)

- Botnet command and control

- Distribution of child pornography;

- Illegal Access to Other Computers or Networks

- Defamation of The Company, its businesses, employees, etc.

Use of any and all licensed TLD domains will be monitored, and compliance with the contractual restrictions and guidelines will be enforced. Violations of any restrictions, guidelines or other contractual conditions may result in termination of the registration and⁄or accompanying license. Indeed, such licenses to .FIRESTONE domain registrations will be revocable by The Company at any time, for any reason. Further policies will be implemented to prevent abuse of any TLD domain names, to monitor for such abuse and quickly mitigate any negative effects, and to set observable goals by which these policy implementations can be measured. Such policies further are described in answer to Questions 28 and 29.

Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users? If so, please describe any such measures.

The Company intends for users to perceive the TLD as a trustworthy indicator of the source of The Company’s online information and services. User trust is enhanced when users are confident that they are in fact interacting with the website and service they are intending to interact with, and that their private or confidential information is securely protected. The Company intends to use advanced technical and policy measures to reasonably ensure the security of online transactions and communications, and to reasonably ensure that domain names in the TLD are only used for purposes authorized by The Company. The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

The Company intends to deploy DNSSEC and to comply with all of the other policies and practices required by ICANN in the Registry Agreement and⁄or via any Consensus Policy. And of course, The Company complies with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information. Furthermore, The Company already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information.

Further policies to protect information from abuse are stated in response to Questions 28 and 29.

Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

The Company intends ultimately to use the TLD in many of its marketing initiatives, and in relation to many of its core operations and services. Use of the TLD in this way will effectively outreach and communicate to the intended audience the availability of the TLD, not only for the specific purpose at hand but also for more general or intuitive purposes. For example, a user who first sees an advertisement for product.FIRESTONE may later directly navigate to search.FIRESTONE to search for other products of The Company. Besides The Company’s own specific efforts to communicate the newTLD to its intended audience, The Company expects that audience and relevant media to further communicate the TLD as they communicate about The Company.

In sum, outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent in The Company’s use of the TLD, and further will be enhanced by the viral nature of communications about The Company. As it seems there will be many other .BRAND TLDs presented to internet users, it is expected that the outreach, communications and media relating to each of them, individually, will lead to collective benefit insofar as many internet users will quickly grasp the concept behind these TLDs, and will expect many companies to operate them in generally consistent ways.

18C. What operating rules will you adopt to eliminate or minimize social costs (e.g., time or financial resource costs, as well as various types of consumer vulnerabilities)? What other steps will you take to minimize negative consequences/costs imposed upon consumers?

In general, The Company intends for users to perceive the TLD as a trustworthy and intuitive indicator of the source of The Company’s online information and services. The Company intends to use advanced technical and policy measures to ensure the security and reliability of online transactions and communications taking place on domains within the TLD, and to ensure that domain names in the TLD are only used for purposes authorized by The Company. The Company intends to provide a safe and trustworthy Internet space, enhancing user experience by mitigating security-associated risks.

The TLD will reinforce the ideals of The Company. Therefore, domains within the TLD will only be used for purposes authorized by The Company. Policies to define and prevent abuse of TLD domain names will be established and enforced, to constantly ensure the integrity of users’ .FIRESTONE experience and the reputation of the TLD. These policies are described in further detail in answer to Questions 28 and 29.

How will multiple applications for a particular domain name be resolved, for example, by auction or on a first-come⁄first-serve basis?

The Company does not expect there to be multiple applications for a particular domain name. The Company will be the sole registrant of all domain names in the TLD, and will decide the most appropriate use for each domain, in the interests of internet users who wish to interact or communicate with The Company. The Company will maintain control over the registration and use of all domain names in the TLD, such that use of all domains in the TLD will inure to the benefit of Internet users who wish to interact or communicate with The Company.

Explain any cost benefits for registrants you intend to implement (e.g., advantageous pricing, introductory discounts, bulk registration discounts).

Do you intend to make contractual commitments to registrants regarding the magnitude of price escalation?

The Company will be the sole registrant of all domains in the TLD, in the interests of Internet users who wish to interact or communicate with The Company. There will be cost benefits to those users, via easier navigation and more trustworthy interaction with The Company. They should intuitively come to know and use .FIRESTONE domain names to directly navigate to their intended destination. Search engines may be needed less, lowering consumers’ time to get where they wish to go. Once they get there, they will have enhanced confidence that they are dealing directly with The Company or its Affiliates.

To the extent The Company licenses use of the domain names to Affiliates, it is likely that the domain name license will be a small part of a larger relationship, and thus ‘price’ of the domain registration would be insignificant. Price is further insignificant since the domains could have no value if registered or used in any manner unauthorized by The Company.