JD Motorsports and the No. 01 Chevrolet team of Mike Wallace wants NASCAR fans all over the country to really hate Steven Singer for the rest of the 2011 season.
Having just signed on as a primary partner for five of the remaining six races, and as an associate one for the other, Philadelphia area's Steven Singer Jewelers will adorn the No. 01 Chevrolet with Wallace behind the wheel.
Beginning with this weekend's NASCAR Nationwide Series race at Dover International Speedway, the award-winning jeweler will ride primary on the team's hood and quarter panels with the slogan the jeweler made famous - "I hate Steven Singer."
They will also be the primary partner at Kansas Speedway, Charlotte Motor Speedway, Phoenix Raceway and Homestead Speedway. For the Texas Motor Speedway race, they will be an associate with G&K Services serving as the primary.
"This is a pretty unique sponsorship opportunity that came along for our team," team owner Johnny Davis said. "We needed some help to finish out the year and Steven wanted to take his jewelry business to a new level. We figured the last six races of the year pretty much cover all of the country, so the timing is perfect for both of us.
"He has an irreverent way of marketing his company, but it's worked for him in the Philadelphia area. Now, we're going to spread the word for all fans of NASCAR to start hating Steven Singer.
"Once they check out his online store (www.ihatestevensinger.com) they'll see he's a pretty likeable guy with some great jewelry for everyone. I know this car is going to get some looks with that slogan on there, but you have to do things a little different these days to get results."
Started in an 8 x 8 space in 1980, Singer opened his first store in the famed Philadelphia Jewelers Row. His reputation for fine products and customer service grew and he opened up a 6500-square foot, corner store in 1999. Along the way he's won awards as a business owner and for his advertising campaigns.