Cindi Becomes a Slacker in 2012

ALOHA, Ore., February 9, 2012 – In the world of auto racing, Cindi Lux has always been known as aggressive and cutting-edge on and off the race track. In 2012, she will become a “Slacker”. The Aloha, Ore.-resident will team with Slacker, Incorporated and the lifestyle branding and services provider just might give her a run for her money when it comes to innovation. The 12-time road racing champion has signed a two-year personal services agreement with the Akron, Ohio-based Slacker, Inc. ( that will see one of the world’s leading female race car drivers promote a full line of Slacker, Inc. products and services in auto racing.

Slacker’s core business of motorsports products and services for teams and corporate partners offers not only a unique line of retail motorsport items but business-to-business opportunities as well. Publicly, the company is best known for its lifestyle brand position but, within the motorsport industry, Slacker, Inc. has become a “one-stop shop” for teams and corporate clients looking to fully exploit their auto racing involvement through not only merchandising but for a broad range of brand recognition services. Over its 17 years of operation, Slacker, Inc. has developed branding programs and marketing campaigns in the American Le Mans Series presented by Tequila Patrón, Grand-Am Rolex Sports Car Series, SCCA and World Challenge among other series. In 2012, Cindi Lux will be joined on the Slacker, Inc. roster by the Starworks Grand-Am Rolex Sports Car Series Daytona Prototype effort and the BAR1 program in the American Le Mans Series.

Slacker Incorporated will work with Lux to develop original and social media concepts the Inaugural ALMS Women’s Global GT Series Champion has created but not had the tools to implement until now. In kind, Slacker, Inc. will use the partnership to further develop its internal assets in these creative areas.

Lux, the Oregon Motorsports Museum Association’s 2011 Lifetime Achievement Award-winner, will utilize and promote Slacker products and services for the 2012 and 2013 race seasons. All team clothing and accessories will come from Slacker’s extensive product line while the company will also provide additional marketing and branding services to the winner of 75-career races. Lux is currently finalizing her plans for the 2012 race season as a driver in addition to the plans for Lux Performance Group, LLC. – a full-service race and development team she owns with husband Fred Lux.

Cindi Lux: “I have been watching for a marketing partner like Slacker, Incorporated for a long time. When they approached me with this concept, I knew immediately it would be a picture-perfect fit.  Slacker is an up-and-coming company that any race car driver would love to surround them with. They have the same approach and same aggressive attitude I do! We see the sport through similar eyes and I think we will be able to really benefit each-other. Slacker makes a great line of products and offers top-flight services unlike any in the business. When you look at the drivers and teams they associate themselves with, you can see they only do it the right way. I am privileged to be able to call myself a ‘Slacker’!”

Jason Myers, President, Slacker, Inc.:
About why the partnership with Cindi Lux: “Cindi has the right approach and attitude in the tough world of professional motorsports. She and I have a storied relationship that spans many years. We have worked together as technical partners, marketing partners, friends and fellow race car drivers on individual projects. This was all about timing and the opportunity is now to put all the past components together, go racing and have fun doing it.”
About why Slacker Inc. is a good fit with Cindi Lux: “Cindi delivers what she says she can, often exceeding expectations. She is a successful businesswoman and team owner. These are qualities that any committed partner would look for as a foundation in any business. I can learn a thing or two from her; she won't give up all the secrets though. Cindi leads by example.

Cindi has a winning attitude and the drive to make it happen. Slacker Incorporated can bring to life some of her creative ideas and social media objectives to give the fans and corporate partners a unique experience. The partnership also gives Slacker the outlet to showcase a few of our internal creative resources and ideas to an established team. We have been successful over the years by delivering great products and services to the racing industry, much like Cindi Lux. All I can say is... it's about time we did this, this is going to be cool.”

About what makes Cindi Lux different: “To be honest, Cindi is no different than most race car drivers competing. She has the same challenges associated with winning races and maintaining sponsor/customer relations. The difference is she does it better. Cindi is a driver, but she will also show up with full trackside support, equipment and hospitality. If you need a car or two to win races she can bring those along for a little attitude adjustment. The team has built better relationships with manufacturers and clients with high standards.”