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Sears thinks ‘dirty’ to drive brand growth


Sears has teamed up with organizers of a next-generation athletic event that involves slogging through mud to promote its best-selling Kenmore brand in stores, online and via social media.

The Kenmore brand announced that for the second consecutive year, it will be the official household appliance sponsor of the Dity Girl Mud Run, the original women-only national 5K obstacle and race event.

"The Kenmore brand and Dirty Girl are a natural fit," said Ryan Ostrom, CMO, at the Kenmore, Craftsman and DieHard brands. "It's hard to think of a better place to demonstrate the high-quality cleaning performance of Kenmore laundry products, especially our innovative, brand new, top load, high efficiency models, than at the Dirty Girl Mud Runs."

The sponsorship supports Bright Pink, the only national non-profit organization focused on the prevention and early detection of breast and ovarian cancer in young women, while providing support for high-risk individuals. At 15 regional races, Kenmore will host interactive laundry centers featuring demonstrations of the new Kenmore 5.3 cu. ft. High efficiency Top-Load Washer and the Kenmore 8.8 cu. ft. Dryer.

Located near the race rinse stations, the Kenmore laundry centers enable participants to easily clean up their post-mud run messes with a fresh towel. Runners and spectators visiting the booth will also have the chance to walk away with prizes while checking out the live demo, which will feature the new Kenmore high efficiency top load laundry pair.

Dirty Girl Mud Run fans across the country can enter the Clean Up with Kenmore Sweepstakes, which awards one winner one brand new Kenmore Washer and Dryer plus 20 tickets to a 2016 Dirty Girl Event of their choice and a $100 gift certificate toward the purchase of merchandise at any 2016 Dirty Girl Event. Two lucky winners will each win a $100 gift certificate toward the purchase of merchandise at any 2016 Dirty Girl Event.

New this year, Kenmore will also give away three blenders to the Dirty Girl Nation in a Run-Day Giveaway Sweeps at each regional event.

"Dirty Girl Mud Runs are designed to encourage women at all levels to take the challenge and run, walk, climb, jump and laugh their way through a muddy course," Liesl Holtz, vice president of corporate strategy and partnerships, Human Movement Management, said. "Kenmore is a perfect match for Dirty Girl, as a brand that deeply understands our ladies and what it takes to clean up the big messes we love to make."

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