We conceived a NASCAR racing program for Georgia Boot to speak to their core consumers and elevate brand awareness among NASCAR’s 75 million fans. We also sought to equip the Georgia Boot sales force with an experienced-based means of strengthening retailer relationships and increasing sales.

Partnered with NASCAR Cup Champion Kevin Harvick and driver Ron Hornaday, we developed a dual-track racing promotion around a consumer sweepstakes and retailer incentive program.

Supported by TV spots and radio ads with Kevin Harvick, the campaign featured VIP track events, in-store driver appearances, point-of-sale materials, and social media.

Georgia Boot has experienced the ability of NASCAR to elevate its brand and drive sales with key retailers. The Georgia Boot sales team saw volume orders increase by 38% in the first season!