United States Of America : Behind the Wall Racing Apparel carves out its niche for female race fans March 5, 2007 Diamonds are a girl’s best friend. Add some pearls and it gets better. But what would a female fan of auto racing want to top it all off? Lugnuts of course! Diamonds Pearls Lugnuts, the staple item offered by Behind the Wall Racing Apparel has launched this small start up company into an alternative choice for female racing fans looking for comfortable, fashionable, and affordable race wear. Females make up about 40% of the NASCAR fan base and as the sport continues to gain in popularity that number will more than likely grow, resulting in higher demand for quality clothing. Behind the Wall Racing Apparel has taken the unique approach of supplying a clothing line that is not specific to any one racing team or driver, but is specific to the sport of auto racing. “There are quite a few female fans out there that just don’t want to wear a sponsors name or a specific drivers name on their shirt” explains Chris Corter, one of the partners in the husband and wife company. “That being said, these same female fans still have a passion for the sport and want to share that with the world when they go to the races. We fill that need with our line of apparel”. Behind the Wall has also geared their lines toward the average woman, realizing the reality that not all women can fit into smaller sizes. “We offer the sizes that most of our competition does not” states Anita, the second partner in the company, “Having a larger bust size, I found it difficult to find race gear that fit me. And being a fan of multiple drivers it would have cost a small fortune to get shirts for each one.” It is here that Behind the Wall Racing Apparel has found its niche market, not only for women as they offer items for men as well. While the main focus for this company is the NASCAR fan, the line of apparel has appeal to all types of racing. “Not being linked to one specific racing series is a key element to our success. We can reach out to virtually any type of auto racing series and provide something that not only speaks to our customers, but speaks for them about their specific passion for the sport in general. To us, that is the most important thing, being able to share our passion for racing with our customers.” Behind The Wall Racing Apparel was started with a basic observation; there are not that many choices for the female fans of auto racing when it comes to apparel. Several other companies do offer apparel for women, but they have limited designs; while those designs do have a racing feel, they are marketed toward a younger, slimmer, more model type female fan.

Behind the Wall Racing Apparel gets behind female drivers Anaheim CA, March 16, 2007 – Behind the Wall Racing Apparel, a small company that offers female fan and driver apparel, has taken on a new challenge. They have created a “Featured Drivers” page on the company web site and are posting the bios of several up and coming drivers. While this is not something new and has been done by several other sites, it is offering these drivers more exposure. The idea came with the realization that female race car drivers get less exposure than their male counterparts, even if these women are in some cases better drivers. “We have made this a company goal, to attempt to bring more traffic to these wonderful drivers” states Chris Corter, partner in the company, “Although we may be small, we feel that if in some small way we get more exposure to the girls we feature, then we will have done what we have set out to do. If we can bring them more attention, it would be just as fulfilling as selling our line of apparel…in some cases better.” Behind the Wall has reached out to as many drivers as they can find to ask them if they could be featured. “We want to make it easy for them (female drivers) by allowing us to do all the work. And we would love to fill up as many pages as we can with more of them.” The tricky part that Behind the Wall has encountered is that while most of the teams do respond with a resounding “Yes”, it is hard to find the names and contact people for the drivers. “It is almost like searching for a brick in a haystack. They are out there, I just have not looked hard enough yet” Chris says with a laugh. This is further proof that the amount of exposure female drivers have is just not enough. “We want to remain real. We don’t want to sound fake. We did not discover any of these girls, each of them has had a great racing career already” explains Anita, the 2nd partner in the company. “We admire female drivers, of any series and just want to get them out there. We know we are not that big a player on the Web, but even a little of something is better than a lot of nothing.” While the company has made plans to expand this page on their site, the main goal remains simple and clear. Find and feature as many female race car drivers that will allow them to be posted on the company web site. “And if we can sell a shirt or a hat in the process, well then that would be o.k. too!” Chris says with a smile in his voice and a wink of his eye.

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