NASCAR® today announced a new multi-year partnership with Timberland PRO, naming the brand the Official Protective Footwear and Official Safety Toe Partner of NASCAR.
Behind every NASCAR race weekend are thousands of people whose work often goes unseen. From track operations and safety crews to technicians, mechanics and facility personnel, the sport relies on skilled professionals who show up every day to get the job done. Timberland PRO will have the opportunity to equip these track workers with safety footwear that delivers the comfort, durability, and technical performance required for even the toughest jobs—making this sponsorship a natural fit for NASCAR.
Through integrated storytelling, digital content, at-track signage and at-track activations, NASCAR and Timberland PRO will celebrate the hardworking men and women who help power America’s premier motorsport week in and week out. Whether they’re on a jobsite, in a manufacturing facility, behind the wheel, in a race shop or at a racetrack, the partnership will shine a spotlight on the people whose skill, dedication, and work ethic keep the country moving. The inaugural campaign launches August 3 with the headline “First Turn, Last Lap, Repeat.”
“At NASCAR, we are incredibly proud of the people whose dedication, skill and work ethic make our sport possible every single week,” said Craig Stimmel, Senior Vice President and Chief Commercial Officer, NASCAR. “Timberland PRO is a brand that has earned the trust of hardworking professionals across America, making them a natural fit for NASCAR. As we continue building partnerships with companies that authentically fit with our sport, Timberland PRO stands out as a brand that supports the men and women behind the scenes who build, maintain, operate and power our sport and this country.”
As part of the partnership, Timberland PRO will strategically integrate its products and brand across NASCAR platforms while supporting NASCAR employees and track workers with protective footwear such as the Direct Attach 6-Inch and Boondock Ultralight Work Boots. The partnership also brings the potential for Timberland PRO designers to work with NASCAR teams to develop safety footwear solutions, as well as the potential for future co-branded products. Finally, the collaboration will create new opportunities to engage skilled trades professionals, technical education communities, and workforce development initiatives that align with both organizations’ commitments to support and grow the skilled trades.
“For over 25 years, Timberland PRO has been designing and building products for people who take pride in getting the job done right,” said Ryan Murphy, Head of Marketing, Timberland Americas. “Whether they’re working on a construction site, in a manufacturing facility, in an auto shop or behind the scenes at a NASCAR event, these workers share the same commitment to performance, reliability and excellence at their craft. NASCAR provides an incredible platform to celebrate and connect with those professionals, and we’re honored to support the people whose hard work helps make race weekends happen across the country.”
For generations, both NASCAR and Timberland PRO have represented grit, determination and a relentless commitment to performance. Together, they will spotlight the people who embody those values every day—on the jobsite, at the racetrack, and everywhere hard work gets done.
— NASCAR —