On November 30^th, 2010, Pirelli in Moscow launched its 2011 calendar (38th Edition) to the media and guests and collectors from the world. The calendar launch event was held at the famous Stanislavsky and Niemi Petrovich - Dan Qinke Theatre. The theater has a long history of more than 90 years, as Russian art treasures of the opera and ballet center. The Group Chairman Niu Yishun and Executive Director Niu Teng took part in this event.

As the world's most famous tire manufacturer, in addition to Pirelli tires high-quality reputation, the annual New Year's calendar is also paid worldwide attention. From 1964, each year Pirelli will invite the world's top photographers and the world's most popular stars to perfect shooting a calendar with limited edition and no foreign sales, only available to the European royals, celebrities and Pirelli's VIP customers.