by Stephen Garner

Chevrolet and Carhartt have teamed up on a new strategic partnership. Carhartt will become the Official Workwear of Chevy Trucks and, in turn, Chevy Trucks will be the Official Partner of Carhartt.

Connecting these two iconic Detroit brands provides ample opportunities for organic placements and integrations in the coming year. For example, the staff of the Chevy Truck Tour will begin proudly wearing Carhartt apparel this summer. The Chevy Truck tour will visit more than 50 events this year, showcasing its new products to more than three million guests across the country.

“When you look at both of our brands and our customers, there’s a natural connection between Chevrolet and Carhartt,” said Hugh Milne, marketing manager at Chevrolet Truck. “Both have more than 100 years of history rooted in Detroit. And today, both brands have built a reputation for delivering quality, durable products.”

“Teaming up with Chevy Trucks was a natural fit for us at Carhartt, as it aligned two Detroit-based iconic brands serving hardworking men and women throughout the nation,” added Janet Ries, vice president of marketing at Carhartt. “Our mission is to develop rugged gear to serve and protect hardworking people; it’s built to be dependable and built to last – just like Chevy Trucks.”