By 1927 Dunlop tyres have already helped Malcolm Campbell reach a British land speed record and in this year, they help Henry Segrave achieve the world land speed record in a Sunbeam 1000 hp at Daytona Beach Road Course, USA. In 1931 Dunlop tyres help Malcolm Campbell achieve a new land speed record in a Blue Bird at Daytona Beach Road Course, USA. In 1935 Dunlop helps Malcolm Campbell achieve yet another new land speed record in the USA. Foam rubber is also invented at the Dunlop Latex Development Laboratories, Fort Dunlop in 1929. Dunlop continues to pioneer advances in tyre manufacture and becomes industry standard for many prestigious car makers and its tyres have been used, and continue to be used, on cars achieving victory in motor rallies and racing championships such as Formula 1 and touring.