A tire for displaying at least one indicium includes a label affixed to the tire at a mounting location. The label has a first side facing away from the tire and a second side connected to the tire. The label's first side is configured to receive at least one adhesive appliqué having at least one indicium. The mounting location is a location on a sidewall of the tire where the label undergoes a strain equal to or less than a threshold strain under pre-defined conditions.