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Aged just 24 years old, a young engineer from Milan called Giovanni Battista Pirelli created a business manufacturing rubber products. At first the business was focused on cables for the telegraph industry, developing an innovative cable that could be laid underwater. The first tyres produced by Pirelli were not for cars but for bicycles, but car tyres soon followed. At that time motor sports were becoming incredibly popular in Italy and so in order to bring the Pirelli name some extra publicity, Pirelli started to take part in motor sport events. With some early victories, the brand soon became famous and Pirelli tyres were chosen by Ferrari and Alfa Romeo for their vehicles. Advertising has always been a key part of the Pirelli ethos with their famous calendar being one memorable aspect of this.