Timberland Pro, the work‑wear division of VF Corporation, announced this week that it has signed a multi‑year agreement to become NASCAR’s official protective footwear and safety‑toe partner.
While the financial terms of the deal have not been disclosed, the partnership will see Timberland Pro provide its Direct Attach 6‑Inch and Boondock Ultralight work boots to NASCAR employees, track workers and other behind‑the‑scenes personnel.
The first campaign under the agreement, titled “First Turn, Last Lap, Repeat,” launches on Monday and will be rolled out across at‑track signage, digital content and race‑weekend activations.
Celebrating the Unsung Workforce
Craig Stimmel, NASCAR’s senior vice president and chief commercial officer, said the collaboration reflects Timberland Pro’s longstanding commitment to the people who build, maintain and operate the sport.
Ryan Murphy, head of marketing for Timberland Americas, added that the brand has spent 25 years equipping hardworking professionals, and the new alliance extends that legacy to the NASCAR community.
Timberland Pro designers will collaborate with NASCAR teams to develop safety footwear solutions tailored to the demands of the track, and the partnership leaves open the possibility of co‑branded products and joint initiatives with technical‑education and workforce‑development groups.
The agreement underscores a broader effort to recognize and support the men and women who keep NASCAR events running smoothly across the United States.