Vineyard Vines in the fast lane with NASCAR sponsorship
The Vineyard Vines pink whale is making a NASCAR splash on the tail of Germain Racing's #13 NASCAR car and also on driver Casey Mears' fire suit.
Co-founder Shep Murray said, "We can't wait to watch our pink whale circle that track on the No. 13 car during the race."
The company traditionally known for its pink smiling whale logo and pastel color pallet has been added to the growing list of Germain Racing team's sponsors in an attention grabbing move. More traditional NASCAR sponsors include companies like Domino's, KFC and Taco Bell.
Vineyard Vines co-founder and CEO Ian Murray said, "Mears is not only a recognizable name in auto-racing, but is a true family man. Casey is the third generation of successful drivers in his family and coming from a family-run business myself, we were excited to partner with someone who has a similar background."
If a Vineyard Vines NASCAR sponsorship seems outside of their target consumer demographic, the brand has good reason for their new shake and bake moves.
Vineyard Vines has plans to open retail locations in key NASCAR cities, starting with Indianapolis this month and has linked up with the race tour just in time.
"The story of the Murray brothers is great. Two guys quit their jobs to sell neckties... We are thrilled to bring the Vineyard Vines style into the NASCAR garage," said Bob Germain, Jr.
Driver Casey Mears said "On the vineyard vines website, there's a quote from Shep and Ian Murray...'People always say that if you do what you love, you'll be successful... That quote is so true and is exactly how I feel about racing. It's good to see the American dream come true for them..."
Vineyard Vines is partnering with Germain Racing for 4 other races on the tour which coincide with locations of future retail openings. After the first opening in Indianapolis, Vineyard Vines and Germain Racing head next to Richmond, Chicago, Charlotte, and last to Miami.
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