Pillowtex looks to rev up Cannon brand

By Staff -- Home Textiles Today, 2/4/2002 12:00:00 AM

Kannapolis, NC — Pillowtex Corp. and Joe Gibbs Racing announced last week that Pillowtex brand Cannon will be an associate sponsor for the No. 18 Winston Cup car driven by Bobby Labonte for the 2002 NASCAR season.

The sponsorship, according to the company, is part of Pillowtex's plan to reinvigorate and reemphasize the Cannon brand.

The Daytona 500 on Feb. 17 will be Cannon's first appearance on the track.

"The Cannon brand has long stood for family, community, home and fun. Joe Gibbs Racing shares similar values," said J.D. Gibbs, president of Joe Gibbs racing. "We are very excited to become part of the Cannon tradition."

"The partnership with Joe Gibbs Racing is a great marketing opportunity for Cannon," commented Tony Williams, president and coo of Pillowtex. "As the fastest-growing spectator sport in the United States, Nascar gives the brand regular exposure to a huge audience. Racing's appeal to a wide cross-section of consumer is exactly the type of visibility we seek for Cannon."