CONCORD, NC (October 8, 2003) - When Winston Cup point leader Matt Kenseth takes to the track this weekend, expect an unfamiliar look for the Roush Racing No. 17 team. Primary sponsorship for this race has been shifted to associate sponsor, Carhartt. Carhartt is a 110-year old industrial clothing manufacturer, specializing in the most rugged, high quality work wear on the market today.

Carhartt formed a close alliance with primary sponsor DEWALT Tools through their common marketing channel of the Professional Bull Riders (PBR) events. At the time, DEWALT was the "Official Power Tool" of the PBR, while Carhartt underwrote the events as a series sponsor.

Carhartt then moved on to sponsor DEWALT's Million Dollar Challenge events in 2002. The Million Dollar Challenge consists of a nationwide contest to see who can drive five screws flush into a pine 2 x 4 with the fastest time. Regional winners get to make the trip to Phoenix International Raceway at the end of the year and compete to have the opportunity to be the last man standing and go for the $1 million grand prize. Last year, a contractor from Delaware, Ohio named Jon Smith won the grand prize after sinking five screws in less than seven seconds. His time was 6.77.

The Carhartt sponsorship then escalated to an associate on Matt Kenseth's No. 17 DEWALT Tools Ford in 2003. The currently own the C-Post and lower B-Post on all cars. But this week, they're taking over the entire car with their trademark barbed wire design and dark copper/black paint combination.

"We value our relationship with Carhartt both on and off the track and feel as though the relationship between the two brands strengthens one another," said Jon Howland, Motorsports Marketing Manager of DEWALT. "Two products you're guaranteed to find on any job site are Carhartt clothing and DEWALT Tools, both of which are preferred by those making a living using power tools," he added.

And if you're Matt Kenseth and you make your living driving a race car, this weekend, the Carhartt Ford Taurus will be his job site.