Driver Jimmie Johnson signed a sponsorship with Levi Strauss Signature, for the 2004 season marking the apparel company’s entry into the world of NASCAR.
The sponsorship entails both retail and at-track programs, including the use of Johnson’s likeness in at-track fan activities, advertising and retail promotions. Johnson will also make appearances on behalf of Levi Strauss and the company’s logo will be added to Johnson’s uniform.
Levi signed an additional deal with NASCAR that will include the use of the NASCAR trademarks and opportunities to partner on future marketing programs. The Levi Strauss Signature Fit Pit will offer consumers a custom-fitting session, as well as a chance to win Johnson-signed merchandise. The Fit Pit will appear at select NASCAR races and as a part of Wal-Mart’s NASCAR On Tour program.
In other NASCAR news, Sunoco, Inc. celebrates its 2004 Official Fuel of NASCAR sponsorship with consumer initiatives, including the use of NASCAR champion Richard Petty in radio ads. The Sunoco Fuel Force, comprised of three teams in Sunoco-branded trucks, will be out in Daytona for three days launching Sunoco-branded T-shirts to fans via air-pressure cannons.
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