Sears Selects Duke as Craftsman Tool Catalog Spokesperson

Sears and their Private brand Craftsman have selected Chris Duke, host of Motorz, as the exclusive automotive tool spokesperson and advisor for all Sears automotive print and online catalogs. The decision was announced this month as part of a growing relationship between the two companies. Duke is a respected television personality, producer and 13-year automotive industry veteran.

“Being selected as the spokesperson for the best selling and most widely used tool brand in the world is truly an honor,” stated Chris Duke, Executive Producer and host of Motorz. “We use Craftsman tools in every episode of the show, and it’s great for us to be able to show our viewers exactly what tool to use at each stage of the process, and why. I look forward to representing the Sears and Craftsman brands in this important role.”

Motorz, now completing its fifth season, is a automotive improvement series produced in a home garage environment showing viewers how to properly maintain a vehicle and install aftermarket accessories with step-by-step instructions in an entertaining “you can do it, too” format. Each episode reviews detailed instructions including recommended tools and supplies and important safety instructions. The show includes a special Partz Segment showcasing some of the latest accessories available, and a Letterz segment featuring viewer questions and comments, and production bloopers.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.