William Rast Announces Partnership with Danica Patrick

William Rast, the "New America" denim culture brand, founded by Justin Timberlake in 2005, and winner of the 100th Anniversary Indianapolis 500, has signed a multi-year endorsement agreement together with their eyewear license partner Viva International Group, for racing superstar Danica Patrick to endorse William Rast Eyewear and William Rast Racing Eyewear. Patrick will be wearing William Rast, on and off the racetrack and be featured in upcoming campaigns.

Patrick's endorsement of William Rast, coincides with the consumer launch of the William Rast Eyewear line this year, which includes both optical frames and sunglasses for women and men; and a special William Rast Racing Eyewear collection, that features sporty, athletic styles with upgraded materials and features.

William Rast, known for its contemporary American made premium denim for women and men, has had a strong connection to the world of racing since its inception by bringing its New America esthetic and philosophy to iconic races and events. This year at the Indy 500, William Rast not only announced the partnership with Danica Patrick, but also won the prestigious race with the William Rast car piloted by Dan Wheldon.

Colin Dyne, Chief Executive Officer William Rast says: "William Rast's New America culture is centered around updating and modernizing iconic Americana values and traditions. What better time for us to take a bold step in showing our true New America values, than at the Centennial celebration of the Indy 500, a true celebration of not only American heritage and tradition but also the future of racing, and by partnering with one the world's most iconic and groundbreaking athletes, Danica Patrick."

Frank Rescigna, president of Viva says: "We are excited to be partnering with Danica Patrick and be part of this great American tradition, adding William Rast's modern attitude to this classic event. Danica is a perfect fit for the William Rast brand, and is an ideal ambassador for the William Rast Racing Eyewear collection."

"That's what you have to do here at Indy; you have to take that chance and set yourself apart," Patrick said. "Which is why I love this partnership with William Rast and William Rast Eyewear. Fashion is very personal and it directly reflects your style and how you do things. I am very driven and focused on my performance, and to me, this brand reflects my attitude, personal style, drive and desire to win. And we all know at Indy — it's all about the Win."