Apex Tool Group Expands Arrow Schmidt Peterson Motorsports Partnership
Apex Tool Group and Arrow Schmidt Peterson Motorsports (Arrow SPM) have expanded their partnership for this years’ race season.
Apex Tool Group-including brands GEARWRENCH, Cleco and Weller is Arrow SPM’s official tool partner. Apex brands fill out the Indianapolis-based NTT IndyCar Series team’s garages with tools and tool storage options that far exceed the initial investment just a year ago, according to the company. Product development and content creation are two other areas that will see dramatic growth from the previous season.
“We couldn’t have picked a finer partner,” said Jim Roberts, CEO of Apex Tool Group. “We realized quickly that our two organizations share a set of values that center around celebrating the whole team. It’s as much about the guys turning the wrench as it is about the guys turning the wheel, and we’re proud to help shine the spotlight on them through this partnership. It’s about putting the best tools in the hands of the best mechanics the racing industry has to offer.”
The partnership includes two of the four IndyCar drivers on the Arrow Schmidt Peterson Motorsports team – James Hinchcliffe and Marcus Ericsson – along with their more than 50 crew members. That team of mechanics and engineers will use Apex-supplied tools every day to get the most out of their cars. The partnership will be on display with GEARWRENCH branding taking over the space in the team’s garage in Gasoline Alley at Indianapolis Motor Speedway leading up to the 103rd Running of the Indianapolis 500.
The collaboration also creates a testing ground for advanced tool development, according to the company. Arrow SPM mechanics and engineers will get to test-drive new concepts and tool prototypes from ATG designers, provide real-time feedback and impact future products. The result is better tools for better performance.
“We’re always pushing for that little bit of extra edge,” said Jon Flack, president of Arrow Schmidt Peterson Motorsports. “Apex puts bright people in our business, and we innovate together, we collaborate together and we’re finding advantages at every turn. It’s not a sponsorship, it’s a partnership.”
