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William Rast Signs on as Primary Sponsor for BHA’s #29 Indy Lights Car

American Government Special Collections Reference Desk

Open Wheel Racing Topics:  Sebastian Saavedra

William Rast Signs on as Primary Sponsor for BHA’s #29 Indy Lights Car

Andrew Herta
Bryan Herta Autosport
March 23, 2010


INDIANAPOLIS, Ind. (March 23, 2010) – William Rast, the ‘New America’ denim culture brand founded by Trace Ayala and Justin Timberlake, has partnered with Bryan Herta Autosport for the 2010 Firestone Indy Lights Series. Signing on as the primary sponsor of the #29 entry, piloted by 2009 Indy Lights Rookie of the Year Sebastian Saavedra, William Rast continues its involvement from previous years in one of the country’s most tradition-rich racing series.

Headquartered in Los Angeles, Calif., William Rast was launched in 2005, and has evolved from a denim-only line, into a complete lifestyle collection sold worldwide at upscale department stores, specialty boutiques and in its own William Rast branded retail stores. The expanding brand most recently announced in January a multi-year licensing agreement with Viva International Group to design, produce and globally distribute William Rast Eyewear and William Rast Racing Eyewear, focusing on styles for both the premium and sportswear categories for men and women.

“We are thrilled to be able to partner with such a globally recognized, forward-thinking and exciting brand,” said team co-owner Bryan Herta. “William Rast’s enthusiasm and creativity is infectious, and we are looking forward to developing innovative ideas to showcase their premium lines. They add considerably to our already high level of momentum heading into the start of the season this week.”

Saavedra, who has been involved in a whirlwind of activity since being announced as a BHA driver last month including a press conference in his native Colombia and an audience with President Uribe, is equally excited to welcome the William Rast brand.

“I am a big fan of William Rast,” said Saavedra. “I am honored to carry their name, and equally motivated to do a great job for them on and off the track. I will work hard to hopefully bring them to victory lane many times this year.”

Colin Dyne, Chief Executive Officer of People’s Liberation, the parent holding of William Rast, says “Our continued involvement in the Indy series is the ideal platform for us as we continue to expand the William Rast Racing sub-brand into additional categories, such as apparel, accessories and eyewear. We are looking forward to a great partnership with both Bryan Herta Autosport and Sebastian Saavedra in this year’s Indy Lights series.”

The #29 William Rast entry will make its debut this week at the Firestone Indy Lights season-opener in St. Petersburg, Fla., on March 28.

About William Rast

William Rast, the ‘New America’ denim culture brand, was conceptualized and founded by business partners Justin Timberlake and Trace Ayala in 2005, and is operated through subsidiaries of People’s Liberation, Inc(OCTBB:PPLB). The Los Angeles-based brand designs, markets and sells men’s and women’s premium contemporary apparel. The clothing consists of premium denim, leather goods, knits, wovens and outerwear. In theUnited States, the company operates William Rast retail stores at Century City Mall in Los Angeles, Valley Fair Mall in San Jose and Desert Hills Premium Outlets in Palm Springs; as well as distributes its merchandise to specialty boutiques and better department stores, including Nordstrom, Saks Fifth Avenue, Neiman Marcus and Bloomingdales. Outside the U.S., its products are sold to better department stores and boutiques in Canada, Italy,Germany, the United Kingdom, Greece, Cyprus and the Benelux Region of Europe, which includes Belgium, theNetherlands and Luxembourg. The Company also sells merchandise on its website www.williamrast.com.

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