What a strange brand move for the DC/Virgina ‘streetwear’ shop Commonwealth.
I want to know more. How did all this come about? What’s the strategy?
Here’s a snippet from the Commonwealth blog, which alludes to a couple different possibilites:
“… we look foward to exposure of the Commonwealth lifestyle amongst the fans of racing as well as helping grow diversity of its fanbase.”
1. NASCAR knows its audience, and wants a little more, leading edge, cool credibility. (Less likely)
Maybe it was the driver, and the team. Maybe it was the racing association as a whole. Maybe its just experimentation across the board. It’s no secret that NASCAR fans are primarily white, southern/eastern, and fall into a lower income bracket. Either way, sponsorship — albeit just for one race — is probably still expensive. And I can’t imagine the association would offer that up for free. SO, see possibility #2, a more realistic option in my mind.
2. Commonwealth wants to be more than the local sneaker/clothing destination.
Infineon raceway, where the car will be driving, is eerily close to home in Sonoma, CA. Just above the Bay area. Commonwealth locations are on the other side of the country, in DC and Virgina (the race is televised on TNT). That could mean a couple things, but says to me that the motivation is for sheer ‘eyeballs’. It’s like KidRobot’s traffic-centric idea to be housed on the 3rd St. Promenade in Santa Monica. Ask them how that worked out.
BUT, it could also mean Commonwealth is making a play for California. That’s interesting too.
Either way, a decision like that HAD to be highly calculated. I can’t imagine sponsoring a driver/car in a NASCAR race as a new avenue of marketing for ‘streetwear’ shops. I wish I knew the justification for such a choice. That’s wild, but intriguing. From a “brand strategy” perspective.
I don’t have the slightest interest in NASCAR, but I honestly like a couple things that Commonwealth has done.
via Commonwealth C to the JL
and also Jayski’s silly season site; cup news