Craftsman Returns To Motorsports

Craftman RacingSears and its iconic private brand Craftsman, have announced a three-year deal to become title sponsor of the dirt track racing series, “The World of Outlaws”.

The agreement begins immediately and renames the two premier series in the sport to the “World of Outlaws Craftsman Sprint Car Series” and “World of Outlaws Craftsman Late Model Series.” It marks the first time the two top series in grassroots motorsports have shared a title sponsor.

“Our Craftsman Club members are passionate about building, improving and even racing their own cars,” said Tom Park, president of Kenmore, Craftsman and DieHard brands at Sears Holdings. “These individuals exemplify what it means to be a craftsman and we are honored to be part of their lives as the title sponsor of the World of Outlaws.”

The relationship with Craftsman is unique to World of Outlaws because of its scope: The brand will reach sprint car and late model fans at nearly 140 events across the United States and Canada.

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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.