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==Advertising and sponsorships== In January 2019, Lowes became the official home improvement sponsor of the [[National Football League]].<ref>{{cite web|url=https://www.marketwatch.com/story/lowes-is-now-the-official-home-improvement-sponsor-of-the-nfl-2019-01-22 |last=Garcia |first=Tonya |date=January 22, 2019 |title=Lowe's is now the official home improvement sponsor of the NFL |work=[[MarketWatch]] |access-date=October 2, 2019}}</ref> In April 2024, Lowes launched a partnership with [[Major League Soccer]]'s [[Inter Miami CF]], [[Lionel Messi]], and the [[2024 Copa América]].<ref>{{Cite web| title=LOWE'S TEAMS UP WITH LIONEL MESSI, INTER MIAMI CF AND CONMEBOL COPA AMÉRICA 2024 USA™ TO WIN OVER SOCCER FANS| url=https://corporate.lowes.com/newsroom/press-releases/lowes-teams-lionel-messi-inter-miami-cf-and-conmebol-copa-america-2024-usatm-win-over-soccer-fans-04-18-24| access-date=April 18, 2024 |website=corporate.lowes.com | date=April 18, 2024|language=en}}</ref> === Racing sponsorships === [[File:Jimmie_Johnson's_pit_box.jpg|thumb|The Lowe's-sponsored team of [[Jimmie Johnson]]'s pit box]] Lowe's purchased [[naming rights]] to [[Charlotte Motor Speedway]] in Charlotte, North Carolina, in 1998, and the speedway changed names to Lowe's Motor Speedway. After the 10-year naming rights expired, Lowe's extended naming rights by one year.<ref>{{cite news| url=http://www.wbtv.com/story/10825179/lowes-negotiating-naming-rights-with-speedway| title=Lowe's negotiating naming rights with speedway| date=July 31, 2009| work=[[WBTV]] News| access-date=August 25, 2019| language=en}}</ref> After the one-year extension expired, Lowe's discontinued naming rights, and as of the 2010 racing season, the racetrack returned to its original name. [[File:Jimmie Johnson Richmond 2018.jpg|thumb|Jimmie Johnson's#48 car on Richmond in 2018 the last year he drive for Lowe's]] The corporation was the primary sponsor for seven-time [[NASCAR]] [[Sprint Cup Series]] champion [[Jimmie Johnson]] in the No. 48 Chevrolet Camaro ZL1 and it was a part-time sponsor of the former No. 5 [[Nationwide Series]] car; both teams are owned by [[Hendrick Motorsports]]. Prior to the current sponsorship deal with Hendrick Motorsports, Lowe's was the sponsor of the No. 31 [[Chevrolet]] for [[Richard Childress Racing]] driven by [[Mike Skinner (racing driver)|Mike Skinner]] and [[Robby Gordon]] from 1997 to 2001. Prior to the RCR deal, Lowe's was the primary sponsor of the No. 11 [[Ford Motor Company|Ford]] driven by [[Brett Bodine]] for [[Junior Johnson & Associates]] and later his own team, [[Brett Bodine Racing]] (after Bodine bought the No. 11 from Johnson). One of the company's earliest forays into racing sponsorship was in 1979, when it sponsored the No. 2 [[Buick]] of the [[Rod Osterlund]] team in what was then known the Winston Cup Series, for the [[Talladega 500]]. The car was driven in that race by [[David Pearson (racing driver)|David Pearson]], substituting for injured rookie [[Dale Earnhardt]]. Lowe's continued with sporadic car sponsorship throughout the next two decades until the aforementioned Bodine sponsorship in 1995. On March 14, 2018, Lowe's announced it would end sponsorship of the No. 48 car after the 2018 season, thereby ending all involvement in motorsports.{{Citation needed|date=April 2020}} Lowe's also sponsored [[Fernandez Racing]] in the [[American Le Mans Series]] and previously sponsored the team in the [[Rolex Sports Car Series]]; in that series, Lowe's sponsored the No. 99 Gainsco Stallings Racing Pontiac in events where Johnson was driving. In 2006, Lowe's contracted designer [[Marianne Cusato]] to develop and offer affordable house plans for the hurricane-affected Gulf region. Lowe's is the exclusive retailer for both the plans and building materials for the Lowe's [[Katrina Cottage]]. They offer easy construction and affordability, as well as the possibility of expansion. Moreover, they meet all international building codes and exceed hurricane codes. Lowe's discontinued the Katrina Cottage line in 2011. Lowe's has a wide variety of television and radio commercials. A significant number of different racing-inspired commercials can be seen and are often played outside of television race coverage. Before 2010, when he was replaced by Ben Yannette, [[Gene Hackman]]'s voice could be heard on many commercial advertisements for Lowe's.<ref>{{cite news| last=Elliott| first=Stuart| title=Lowe's Puts Its Focus on Knowing the Customer's Wants| url=https://www.nytimes.com/2010/03/01/business/media/01adcol.html?pagewanted=all| access-date=December 13, 2011| newspaper=The New York Times| date=February 28, 2010}}</ref> ===''All-American Muslim'' advertising controversy=== Lowe's withdrew its advertising from the [[TLC (TV channel)|TLC]] reality television show ''[[All-American Muslim]]'' in December 2011.<ref name="wapo">{{cite news| last=Sacirbey| first=Omar| title=Companies pull ads from Muslim reality TV show| url=http://www.huffingtonpost.com/2011/12/09/companies-ads-all-american-muslim_n_1140066.html| newspaper=Huffington Post| date=December 9, 2011}}</ref> A spokesperson for Lowe's said, "we understand the program raised concerns, complaints, or issues from multiple sides of the viewer spectrum, which we found after doing research of news articles and blogs covering the show".<ref name="wapo"/> Lowe's faced a backlash from several quarters, including Muslim-American and Arab-American organizations. The [[American-Arab Anti-Discrimination Committee]] called upon members to contact Lowe's to urge it to reverse its position.<ref name=aaadc/> The [[Los Angeles]] chapter of the [[Council on American-Islamic Relations]] met to consider possible actions, including [[boycott]]s and protests. Several celebrities also called for a boycott.<ref name=backlash /> California State Senator [[Ted Lieu]] called Lowe's decision "naked religious bigotry" and said he would consider legislative action if Lowe's did not apologize to Muslim Americans and reinstate the ads.<ref name="CNNSenator">{{cite news| title=Lawmakers Slam Lowe's For Pulling Ads from Muslim-American Reality Show| work=Fox News| date=December 11, 2011| access-date=August 23, 2019| url=https://www.foxnews.com/politics/lawmakers-slam-lowes-for-pulling-ads-from-muslim-american-reality-show}}</ref> [[Abraham Foxman]] of the [[Anti-Defamation League]] expressed similar views.<ref>{{cite news| title=Jewish Groups Rip Lowe's For Pulling Ads| first=Jackie| last=Headapohl| url=https://thejewishnews.com/2011/12/19/jewish-groups-rip-lowe%E2%80%99s-for-pulling-ads/| date=December 19, 2011| newspaper=The Jewish News| location=Detroit}}</ref> [[Keith Ellison]], the first Muslim elected to the [[United States Congress]], criticized Lowe's decision to "uphold the beliefs of a fringe [[hate group]] and not the creed of the [[First Amendment to the United States Constitution|First Amendment]]".<ref name=backlash>{{cite news| url=http://www.latimes.com/business/la-fi-lowes-muslim-20111213,0,5909694.story| title=Lowe's faces backlash over pulling ads from 'All-American Muslim'| work=Los Angeles Times| access-date=December 4, 2014}}</ref> Representative [[John Conyers]] of [[Michigan]] called on Lowe's to apologize. Michigan state representative [[Rashida Tlaib]] contacted the company's corporate headquarters, reporting that Lowe's declined to change its decision.<ref name=aaadc>{{cite news| url=http://www.detnews.com/article/20111213/METRO01/112130344/| title=Muslims consider Lowe's boycott| newspaper=The Detroit News| access-date=June 6, 2019| archive-url=https://archive.today/20111216021039/http://www.detnews.com/article/20111213/METRO01/112130344/| archive-date=December 16, 2011| url-status=dead}}</ref> === Associated brands === * [[Kobalt (tools)|Kobalt tools]]<ref name=":1">{{Cite news |last=Kass |first=Arielle |date=June 10, 2012 |title=Private brands an edge for stores |edition=Final |volume=64 |pages=D1, D5 |work=[[The Atlanta Journal-Constitution]] |issue=162 |department=Business |url=https://www.newspapers.com/clip/115631724/private-retail-brands/ |access-date=January 2, 2023 |via=Newspapers.com}}</ref> * allen+roth<ref name=":1" />
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