Dirt Drivers

Start your engines: Work and outdoor footwear brand Georgia Boot will host a national sweepstakes to coincide with its sponsorship of dirt racing teams Clint Bowyer Racing and Elite Racing this year. The contest ties to the launch of its new Diamond Trax collection, and consumers and retail associates will have the chance to win an all-expenses-paid VIP trip to one race at World of Outlaws, Lucas Oil Late Model and NASCAR Spring Cup. Dubbed “America’s Hardest Working Boot,” it’s only fitting that the label has linked itself to two teams known for their strength and resilience.

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Start your engines: Work and outdoor footwear brand Georgia Boot will host a national sweepstakes to coincide with its sponsorship of dirt racing teams Clint Bowyer Racing and Elite Racing this year. The contest ties to the launch of its new Diamond Trax collection, and consumers and retail associates will have the chance to win an all-expenses-paid VIP trip to one race at World of Outlaws, Lucas Oil Late Model and NASCAR Spring Cup. Dubbed “America’s Hardest Working Boot,” it’s only fitting that the label has linked itself to two teams known for their strength and resilience. Between the two, Georgia Boot will have a presence at 130 races and be the primary sponsor of 52.

“We’ve attended several races over the past few years and the number of people wearing well-worn work boots is typically about 80 to 90 percent. That is no exaggeration,” says Jordan Gottke, marketing manager for the division of Rocky Brands. “Since we are a work boot company, it makes perfect sense for us to be at these venues.” Typically, on any given night at a dirt track, Gottke estimates there are about 7,000 fans. “We have an opportunity to reach these people at an extremely intimate level,” he adds. And Gottke knows that many racing fans are more likely to buy a product that sponsors their sport or driver. “We’re trying to get out in front of these fans and show them just how good our boots are,” he adds. “We hope that as they get more familiar with our brand, they will become more inclined to try on a pair and see just how good they feel.” —Lyndsay McGregor

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