Building on a successful inaugural season of partnership, GEARWRENCH and RAD Industries will significantly expand their DRIFT race team sponsor relationship in 2020.
The announcement was made at an event unveiling a new paint livery for RAD Industries’ owner/driver “Rad” Dan Burkett’s competition car at GEARWRENCH’s SEMA 2019 booth.
The enhanced GEARWRENCH/RAD Industries agreement involves branded at-track assets, new GEARWRENCH tools in the pit, GEARWRENCH branded equipment to transport team vehicles, and increased visibility for GEARWRENCH on Burkett’s Toyota Supra DRIFT car.
“The first year of GEARWRENCH’s relationship with RAD Industries was filled with on-track success and visibility for GEARWENCH that exceeded our expectations — with millions of impressions generated, introducing our brand to users we’ve never engaged with before. So it made sense to increase our investment for 2020,” said Rena Fiorello, director of brand management at GEARWRENCH. “The synergy between GEARWRENCH’s commitment to industry-leading innovations in tool design and the passion and skill that Dan and his team exude is a perfect match.”
“Personally, Dan’s the ultimate GEARWRENCH ambassador — a driver, owner and online personality who’s authentic and down to earth,” Fiorello said.
The GEARWRENCH/RAD Industries partnership will span the entire 2020 Formula DRIFT season, including races at Atlanta, Orlando, and Fort Worth.
“I’m thrilled to represent a brand I believe in and have used for years,” Burkett said. “RAD’s not only a GEARWRENCH race team, but a GEARWRENCH shop, and every one of our car builders — including me — recognizes the natural link between GEARWRENCH’s belief in ‘pursuing performance together’ and the unique DRIFT culture, where nearly 90 percent of fans work on their own cars.”
