Sears and its Craftsman brand are making sure its customers are aware its sponsorship of the NASCAR Craftsman Truck Series by installing racing-themed signs in tool departments at 861 Full-line Sears stores nationwide.

The sign package features scenes of NASCAR Craftsman Truck Series racing and pit stops, and includes cash register station wraps, threshold signs at entrances, hanging banners and tool box toppers.

"We are enthusiastic about celebrating our involvement with NASCAR and bringing the NASCAR Craftsman Truck Series to life in Sears locations across the country," said Scott Howard, Manager, Sponsorships, Sears Holdings. "Whether it's an auto specialty tool shopper, or general DIY'er shopping for tools at Sears, the presence surrounding our NASCAR relationship reinforces that Craftsman tools are reliable, and provide the know-how to get the job done in even the most demanding situations, on the racetrack, as well as at home."

The sign package is just one part of a major activation program connected with Craftsman's NASCAR association. In addition, Craftsman reaches out to race fans at-track with an 8,000-square-foot mobile interactive marketing display that features simulators, games involving skills and tools needed for pit stops, information on new and innovative Craftsman tools and a cutaway version of a NASCAR Craftsman Truck Series race truck.

These efforts complement an extensive advertising campaign and NASCAR references in Craftsman catalogs and Craftsman Club mailers.

"This outstanding marketing support is one reason the NASCAR Craftsman Truck Series has grown so much over the past decade," said Steve Phelps, Chief Marketing Officer at NASCAR. "Craftsman continues to do an excellent job of promoting to NASCAR fans the messages of tough racing, tough trucks and tough tools. We are thrilled to have this valuable exposure for the series in Sears stores nationwide."

Craftsman, the Official Tools of NASCAR, has sponsored the NASCAR Craftsman Truck Series since it began in 1995. According to a 2004 EquiTrend survey, Craftsman is rated the No. 1 brand in the nation for overall quality. Craftsman tools, merchandise and related services are sold nationwide through Sears Full-line stores, Sears Hardware stores, Sears Dealer stores, Orchard Supply Hardware stores, Kmart stores, and specialty catalogs and online at www.craftsman.com, www.sears.com and www.kmart.com.