The Time Was Right to Do It Right
POUGHKEEPSIE, NY March 10, 2005 -- This year is the 110th anniversary of the first automobile race in America -- a 54 mile race from Chicago to Evanston, Illinois. Motor racing has become one of the world's most popular spectator sports and perhaps the most thoroughly commercialized.
"There is no shortage of racing wearables for sale out there," comments Chris Dyson. "Over the years, we have been asked by many of our fans when Thetford/Norcold Dyson Racing will come out with a line of race wearables. We will be introducing the first ever line of Dyson Racing apparel at the 12 Hours of Sebring, the week of March 14th. We race our Lolas in the American Le Mans Series, and in keeping with sportscar racing's international heritage, our clothing will have a European flair. Much of today's souvenirs are underdesigned, overpriced and over badged. We are proud that our merchandise is designed by famed Formula One designer, Peter Boutwood."
"I started out designing stage wear for Bob Dylan, David Bowie and Elton John," says Peter Boutwood. "I raced with Damon Hill in British Formula 3 in 1985 and was later asked by him to design his Formula One merchandise. I have also done the car livery for the Jordan F1 team and the MG Rover Le Mans race car (as well as Dyson's Lolas). The Dysons requested that I design a merchandise range that would furnish the fans with well designed, quality merchandise to reflect the history, goals and ideals of the team. Quality and finish should represent the brand values of the team and should never be a cynical device for generating extra income. We are starting out with a Dyson Racing polo shirt, tee shirt and hat and will grow from there, always remembering that for the race fan, a merchandise purchase is the strongest link to the actual team."
The Dyson Racing line will be on sale at two locations at the Mobil 12 Hours of Sebring: at the ALMS Marquee Tent in the Midway, between the tower and back straight and at the ALMS tent next to the tower. They will continue to be sold at the remaining nine ALMS races at the ALMS souvenir concessions. In addition, after April 1, the merchandise will be available on www.dysonracingswag.com. Peter Dyson, in charge of DysonRacingSwag.com states, "We are going to walk before we run. The line will be expanded at a measured pace so that quality is never compromised. Sebring will be the first stage. Later this season there will be add-on products where the focus will be on designing additional upscale items, for example, a two color custom polo shirt. We will then continue the product offering with an updated look for the entire team including wearables, logo, car livery, and transporter so there is a fresh, consistent look for the fan and the team."
For twenty years, Dyson Racing has been the premier sports car team in North America. It is appropriate that their first ever line of wearables is being unveiled at the 12 Hours of Sebring -- the race that defines sports car tradition in the U.S.