NASCAR is turning the spotlight toward the often unseen workforce that keeps race weekends running through a new multi-year partnership with Timberland PRO.
Announced July 30, the agreement names Timberland PRO the Official Protective Footwear and Official Safety Toe Partner of NASCAR, aligning one of America’s best-known workwear brands with thousands of employees, technicians, mechanics, safety personnel and operations workers who support the sport each week.
While many sponsorships focus on drivers and race teams, this partnership centers on the individuals behind the scenes whose work makes competition possible.
“At NASCAR, we are incredibly proud of the people whose dedication, skill and work ethic make our sport possible every single week,” said NASCAR Senior Vice President and Chief Commercial Officer Craig Stimmel.
As part of the agreement, Timberland PRO will provide protective footwear for NASCAR employees and track personnel while integrating its brand through digital content, at-track activations and storytelling initiatives. The partnership’s first campaign, titled “First Turn, Last Lap, Repeat,” launches Aug. 3 and is designed to celebrate the skilled professionals who power motorsports and other essential industries.
The collaboration goes beyond traditional sponsorship. NASCAR and Timberland PRO are exploring opportunities for footwear development with race teams, potential co-branded products and initiatives focused on workforce development and skilled trades education.
For Timberland PRO, the partnership provides access to a community that reflects the brand’s core customer base. Workers in manufacturing, construction, automotive and technical fields share many of the same values highlighted throughout NASCAR’s culture, including reliability, teamwork and performance under pressure.
“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 for Timberland Americas.