Sears iconic auto battery private brand Diehard, is on the hunt to find the country’s biggest, most passionate diehard fans across numerous categories through its “From the Start” contest. From now through December 11, DieHard will celebrate the lovers of sports, music, cars, food and more by rewarding 14 individuals with their very own custom diehard fan experience.

To enter the DieHard From the Start contest, customers are encouraged to visit DieHardFans.voteand submit their story, along with a photo, describing how they first became diehard devotees. The contest is open to fans from all walks of life, including music aficionados, sports fanatics, foodies, auto junkies, craft beer enthusiasts and collectors.

“The DieHard From the Start contest pays homage to fans who have been hooked since day one – whether it was the first time he or she set their eyes on a muscle car or the first time they became entranced by the ballpark – and have since shown years of unwavering passion,” said Tom Park, president of Kenmore, Craftsman and DieHard brands. “We couldn’t be more excited to reward those who go above and beyond to wear their fandom on their sleeve. We want to power their passion. For nearly 50 years, the DieHard brand has been equally fanatical about its products, providing durability and the highest performance to power our customers’ lives, even under the toughest of conditions.”

From June through December, the DieHard brand will host seven separate fan contests – one per month – and will select 10 finalists each month for whom the public will cast their vote. After a brief voting period, two grand prize winners each month will receive a $4,000 certificate redeemable towards the custom fan experience of their choosing. Travel packages within the U.S. may include hotel accommodations, air transportation, concert and/or game tickets and can be customized to the winners’ request.

To follow the contest, find submission inspiration and official contest rules, visit DieHardFans.vote.



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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.