Home / Knowledge / News / Apparel/Garments / Dickies to outfit Texas Motor Speedway workers
Dickies to outfit Texas Motor Speedway workers
14
Oct '09
Dickies, the innovative work and lifestyle apparel brand, announced it will continue its partnership with Texas Motor Speedway from 2010-2012. The partnership names Dickies as the official work wear of TMS. As the exclusive work apparel brand at TMS, Dickies will outfit speedway workers for all major NASCAR and IRL weekends. Dickies takes pride in the authenticity of its work wear heritage, and the hard workers behind the scenes of North Texas' largest sporting events are perfect examples of the brand's core customers.

Dickies continues as a major on site marketer and the new partnership allows Dickies and TMS to work together for years to come.

Dickies continues to find ways to communicate its work wear heritage and broaden its lifestyle appeal across a multitude of marketing platforms, from NASCAR to board sports, music, professional bull riding, and beyond. The brand known for making durable, quality work gear at a great value, is broadening its marketing and sponsorship efforts beginning in 2010 in order to more effectively reach a wider consumer demographic.

“So many core Dickies customers are huge NASCAR fans, and we want to make sure they have the opportunity to interact with the brand at work as well as after work,” says Chris Prokopeas, Vice President of Marketing for Dickies. “Texas Motor Speedway offers us the chance to do exactly that with some of the largest race crowds in NASCAR.”

In addition to serving as the official work wear provider for TMS, Dickies will co-sponsor the track's Lug Nutz street team, have entry gate and backstretch billboard signage at each NASCAR race annually, have a 20' by 40' display area for all event weekends, provide uniforms for all parking staff and ticket takers for all event weekends and maintain a customized Burn Out Alley motor coach hospitality zone.

“We were extremely pleased to have had the opportunity to introduce Dickies to NASCAR's premier series and have a Fort Worth-based company serve as the title sponsor of the fall Sprint Cup Series race since its debut in 2005,” said TMS President Eddie Gossage. “Although Dickies will not be returning as the race sponsor, this new agreement is a testament to the strong bond the two companies created since we began working together.”

Additional sponsorship programs from Dickies will be announced at a later date, and will expected to include a range of board sports and music initiatives to balance its NASCAR efforts.

Williamson-Dickie Mfg. Co.

Must ReadView All

Apparel/Garments | On 28th May 2017

Over 45% US retailers to use AI in next 3 years: Report

Over 45 per cent retailers in the US plan to utilise artificial...

Neelesh Hundekari speaking at the event. Courtesy: Subir Ghosh

Textiles | On 27th May 2017

Fabric of Change initiative announces €250000 scaling fund

The Fabric of Change initiative of Ashoka and the C&A Foundation is...

Apparel/Garments | On 28th May 2017

Naked Brand, Bendon sign agreement to reorganise

Naked Brand Group, a fashion and lifestyle brand, and Bendon Limited, ...

Interviews View All

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Evelyne Cholet
UCMTF

‘France had a reputation of being big in new ideas, but poor in marketing...

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search