TUSTIN, Calif. – official release — As part of its efforts to target a male audience with its new men’s line of dietary supplements, youtheory has formed a partnership with Derrike Cope Racing in the NASCAR Nationwide Series.

“NASCAR has long been known as a great marketing partner for companies but it was one that beauty brands haven’t paid attention to on a large scale,” said Nutrawise CEO Darren Rude. “Being a fan of the sport, I knew the potential that the right activation could have for us and it was an easy decision to sponsor Derrike Cope to help increase awareness about youtheory and our new men’s line.”

In time for Daytona Int’l Speedway this Friday, youtheory’s sponsorship has already been put into effect with the lease of an improved Chevrolet R07 engine. In addition, the No. 70 Camaro driven by Derrike Cope received a new paint scheme featuring youtheory’s signature “bubble” design across the car  and the crew’s transporter and pit boxes are wrapped with youtheory’s colorful design.

“It’s been a privilege to have been co-sponsored by youtheory since March and am thrilled to now feature them as the primary sponsor of the No. 70 Camaro,” said Cope. “youtheory is an exciting and unique product and the CEO, his family and staff are remarkable people. After years of racing and the wear and tear of severe crashes on my body it is great to be able to take a product that rejuvenates my ligaments and tendons.”