Harvick Gets Shoe Endorsement Deal
Written by Josh Katinger · March 25, 2004
Did you read that right!? Yes. In yet another step towards NASCAR becoming more like the other mainstream “stick and ball” sports, Kevin Harvick has signed an endorsement deal with a sneaker company. Lugz, a boot and shoe company looking to expand beyond its mostly “urban-based” clientele into the “redneck” market will slap its name on the side of Harvick’s #29 Richard Childress Racing ride and feature Kevin in commercials.
USAToday.com: Harvick steps into new realm with sneaker endorsement
FOXSports.com: Harvick hopes to reach new audience with shoe deal
Being an even bigger student of marketing than I am of auto racing, I’m not sure how sound Lugz’ strategy here is. If you visit the Lugz site I think you will see what I mean. I may be way off base here, but if they are targeting these two vastly disparate markets with the same, or even similar marketing strategies…they could be in for a rude awakening. Of course they do already offer the FMF-2 “Driving Shoe,” but somehow I don’t think it’s made of Nomex.
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