Why does NASCAR driver Jimmie Johnson’s car have a Marshalltown sticker? – DesMoinesRegister.com
USA TODAY Sports’ Heather Tucker previews the Hollywood Casino 400 at Kansas Speedway.
USA TODAY Sports
Driver Jimmie Johnson’s car will prominently feature the logo of an Iowa company at this weekend’s NASCAR race in Kansas City, Kan.
The Team Lowe’s Racing car will be emblazoned with Marshalltown, the Iowa-based maker of construction tools used for masonry, drywall, plastering, concrete, asphalt, paint and tile.
For the last two years, the Marshalltown, Iowa, company has partnered with Lowe’s home improvement stores, which has increasingly targeted the business of professional contractors.
In addition to a prominent position on the No. 48 car, Marshalltown will launch a national television commercial that will air throughout the Monster Energy NASCAR Cup Series Hollywood Casino 400 Playoff race this weekend. The commercial will air during qualifying on Saturday and throughout the race on Sunday.
Coverage of the race begins at 1:30 p.m. Saturday on NBCSN.
“This is the first time our logo has been on any race car, yet alone a NASCAR race car,” said Dan Kester, the company’s vice president of sales and marketing.
He said Lowe’s funded the logo on Johnson’s car and Marshalltown’s first national television commercial.
The home improvement giant recruited the Iowa-based company about two years ago, Kester said. Now, all Lowe’s stores feature eight-foot Marshalltown displays in areas devoted to brick and concrete, flooring and drywall.
“They’re wanting to bring the awareness that the Marshalltown product for the contractors is in Lowe’s and hopefully draw those customers in,” he said. “It’s been a good boost to our business.”
The company sells some 227 products in Lowe’s stores. Those items are made in Iowa or in the company’s factories in Fayetteville, Arkansas.
Marshalltown has been in Iowa for more than 125 years, beginning in 1890 as a small bicycle and automobile repair shop operated by two brothers. The company grew to specialize in trowels and other tools, according to company literature. Now it employs about 150 people in Marshalltown and makes more than 5,000 products for professionals and amateurs alike.
Johnson is a seven-time winner of the Monster Energy NASCAR Cup Series. In 2010, he became the first and only driver to win five consecutive championships. The 42-year-old is currently ranked eighth in the series.