SBD/November 20, 2013/Marketing and Sponsorship

Apparel Company Panic Switch Army Wants To "Bring The Cool Factor" To NASCAR

Busch said he is most excited about Panic Switch Army's growth potential
California-based apparel brand Panic Switch Army in February will have a branded 18-wheeler parked inside Daytona Int'l Speedway which will "tour" with NASCAR "through November, as part of a first-of-its-kind deal" signed with the circuit's merchandising arm Chase Authentics, according to Jennifer Wang of the ORANGE COUNTY REGISTER. The brand "quietly launched in January targeting 'gasoline powered' sports," and has plans to unveil a new line that features "more than 100 products" including graphic tees, hats and keychains. NASCAR driver Kurt Busch has "signed on as a major partner in the company." Company co-Founders Luke and Charis Burrett previously built MMA brand Silver Star Casting Co. and started One Punch Distribution, the "exclusive distributor of action-sports clothing brands." Luke Burrett said of retail opportunities in NASCAR, "Fans cross all demographics … and there's no product for them except a shirt promoting a car and number." Charis Burrett added, "NASCAR doesn't get connected to action sports. We want Panic Switch to be that bridge brand to bring style and a younger demographic of action-sports stars, musicians and celebrities to the races." Charis Burrett was asked whether it is a "problem that NASCAR isn't as popular in Orange County." She said, "For our demographic, it's not just NASCAR. That is our biggest play, but Panic Switch is a gasoline-fueled, motorsports brand -- boats, motorcycles, custom cars. There is plenty of that in SoCal." Luke Burrett said of Panic Switch's potential, "We want to bring the cool factor to NASCAR, and the business opportunities are really endless." Busch said, "It's been great working behind the scenes, creating a brand, releasing it and letting it ride. What's most exciting (about the retail business) is the potential to see how far the brand will go" (ORANGE COUNTY REGISTER, 11/19).
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