Timberland Races into NASCAR with Brett Bodine Racing
STRATHAM, N.H.--Dec. 3, 2001--The Timberland Company announced today a two year strategic partnership between Brett Bodine Racing and its Timberland PRO(TM) Series line of work boots for working professionals. This alliance represents the first time that Timberland has developed and launched an integrated sports marketing platform that ventures beyond the Company's traditional outdoor lifestyle positioning to address the specific needs and desires of the Timberland PRO Series consumer.
Throughout the 2002 and 2003 racing seasons, Timberland will promote its Timberland PRO Series via associate sponsorship of the #11 NASCAR(TM) Winston Cup Race Team, owned and driven by Brett Bodine. In addition to generating valuable trademark exposure on the race car itself and on driver and pit crew uniforms, the partnership presents a host of promotional opportunities that will build awareness of and drive purchase and preference for the Timberland PRO Series among target consumers. It will also be utilized to strengthen relationships with existing and potential retail partners. Planned programs include in-store promotions, advertising tie-ins and appearances by Brett Bodine, his team and his show car.
"Partnering with Brett Bodine Racing is a powerful opportunity for us to expand our reach to NASCAR fans and gain valuable market insights so we can continue to develop superior products and marketing programs for this important consumer base," said Frank Bifulco, chief marketing officer, The Timberland Company. "With Brett Bodine's commitment to performance and integrity, both on and off the track, we believe that he is the perfect partner for the Timberland PRO Series. We look forward to a long and mutually rewarding relationship."
Known for his perseverance and incredible dedication, Bodine has become a favorite of NASCAR fans and media alike. Bodine has been racing since the age of 16, and comes from a racing family with two brothers on the NASCAR circuit. Bodine has one NASCAR Winston Cup and five NASCAR Busch Series wins to his credit, was inducted into the Modified Hall of Fame in 1998, and last year captured the fastest time for a NASCAR Winston Cup driver/car in the history of the Indianapolis Motor Speedway.
"We're excited to have the opportunity to partner with such a well-respected, highly visible brand," said Brett Bodine. "Consumers trust and believe in Timberland and the Timberland PRO Series, and that's a critical factor for us as we bring on new partners. We believe that our association with the Timberland PRO Series will only help bolster and expand the strong following that Brett Bodine Racing already enjoys."
Key elements of the Timberland PRO(TM) Series/Brett Bodine Racing partnership include:
-- The Timberland PRO Series logo will appear on the left/right lower rear quarter panels of the car between the #11 and wheel well
-- The Timberland PRO Series logo will appear on all driver/pit crew uniforms
-- The Timberland PRO Series logo will be added to the team hauler and pit signage
-- All pit crew members and garage mechanics will be outfitted with Timberland PRO Series footwear and apparel featuring the Timberland PRO Series logo
-- Brett Bodine appearances at the Timberland PRO(TM) Mobile - an interactive touring vehicle that visits vocational schools, construction sites, manufacturing plants, and other venues nationwide
-- Brett Bodine and show car appearances at key Timberland retailers and trade shows
-- Opportunity to develop in-store promotions and communications
-- Use of Brett Bodine's name/likeness, his race team and car in Timberland PRO Series advertising and on point of sale materials
"From a marketing perspective, this partnership creates tremendous opportunities for us to build excitement among not only our target consumer, but also among key trade partners," said Stewart Whitney, brand manager for the Timberland PRO(TM) Series. "Having Brett spend a few hours at a construction site with the Timberland PRO Mobile, or enabling a key retail partner to spend an afternoon with the pit crew, will help us build important relationships and foster brand loyalty."
Launched in 1999, the Timberland PRO Series sets new standards for product excellence and value in the work boot industry. With premium leathers, proprietary comfort technology and purposeful designs, the line is designed for workers who demand the best in comfort, durability, and protection on the job. The Timberland PRO Series is available at major chain and independent retailers catering to working professionals.
Timberland is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland(R) products offer quality workmanship and detailing and are built to withstand the elements of nature. The Company's products can be found in leading department and specialty stores as well as Timberland(R) retail stores throughout North America, Europe, Asia, Latin America and the Middle East. More information about Timberland is available at the Company's web site, www.timberland.com.