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JCPenney sponsors Rascal Flatts tours

Friday, February 20, 2009 – JCPenney will sponsor Rascal Flatts' tour for the next two years as the "Rascal Flatts American Living Unstoppable Tour." The tour will promote American Living, the retailer's affordable, all-American lifestyle brand developed exclusively by Polo Ralph Lauren's Global Brand Concepts. The fully integrated sponsorship will kick off June 5, with the tour hitting approximately 60 cities across the nation each year. The tour is supporting the band's new "Unstoppable" CD out April 7.

In conjunction with the tour, Rascal Flatts has written a new song inspired by the spirit of the brand titled American Living, which will serve as the soundtrack for the new American Living commercial. The song will only be available on a special version of the Unstoppable CD sold at JCPenney stores.

"Representing true Americana, Rascal Flatts' music transcends genres and resonates strongly with our customers - the more than half of America that shops at JCPenney each year," said Mike Boylson, chief marketing officer for JCPenney. "With Rascal Flatts' significant crossover appeal and passion for the brand, our fully integrated sponsorship of 'Rascal Flatts American Living Unstoppable Tour' is a perfect canvas to highlight American Living and its true American values."

Rascal Flatts' support of American Living began when the band played at the launch party for the brand in February 2008. "No brand better represents Rascal Flatts than American Living," said Gary LeVox of Rascal Flatts. "We've felt a strong connection to American Living since it first launched last year. High-quality and affordable, American Living represents a classic, American lifestyle - it's a brand we wear and are proud to share with our fans."

All net proceeds from the sale of albums sold at JCPenney's will be donated to the JCPenney Afterschool Fund, which provides children in need with access to life-enriching after-school programs that inspire kids to be smart, strong and socially responsible.

As part of the fully integrated sponsorship, the original song will also serve as the soundtrack for a new JCPenney commercial featuring the band and the American Living brand. The commercial is set to air May 17 - June 6 on prime time and cable television programming.

As part of the tour, Rascal Flatts band members -LeVox, Jay DeMarcus and Joe Don Rooney - will wear American Living apparel in concert.

The American Living commercial, as well as behind the scenes footage from the filming of the commercial, will run on two large side stage screens during the concerts.

The band's fleet of semi trucks and the JCPenney touring bus will feature imagery of the brand.

Special American Living merchandise promoting the tour will also be available for purchase at concert venues.

Fans interested in learning more about Rascal Flatts and the American Living brand can have an online experience, set to launch April 1. Visitors to the site will be able to watch interviews with the band on the road and enter a sweepstakes to win concert tickets.

Tour dates will be announced later this spring. JCPenney's partnership with Rascal Flatts will also include the sponsorship of the band's 2010-2011 tour.

More news for Rascal Flatts

CD reviews for Rascal Flatts

Back to Us CD review - Back to Us
As summer insistently steps forward and knocks at our doorstep with bright sunny rays and promises of sun-soaked hijinks, longtime pop country superstars Rascal Flatts aim to provide the perfect soundtrack with "Back To Us." Loaded with the band's signature tight harmonies and upbeat jams built around lyrics of love and loss, Rascal Flatts doesn't move far off the beaten path while carving out a high energy declaration of summer love. Fans looking for those beach cruising jams »»»
The Greatest Gift of All CD review - The Greatest Gift of All
It's the big things - and sometimes the little things - that make Rascal Flatts' Christmas album "The Greatest Gift of All" stand out. On the macro level, the country vocal trio put a little funk - well, as much funk as three Nashville guys can muster - into "Go Tell It on The Mountain." And then, the cool little bass line introducing "Let It Snow" helps differentiate this act's version from possibly millions of other versions. Much of "The »»»
Rewind CD review - Rewind
Don't worry. Just because Rascal Flatts' Gary LeVox sings, "Try to talk to George Strait into givin' us an encore" on the hit single and title track doesn't mean that the traditional country giant is all of a sudden a cornerstone for the trio that has been front and center of the pop country sound. In fact, they make it quite clear from the second the play button is struck with the hard rocking "Payback" thanks to lots of electric guitar and rocking vocals from LeVox. »»»
Editorial: Walking the talk – When names like Hank Williams, Johnny Cash, Waylon and the Hag are invoked, you're talking hard core country. These are the touchstones of country , the guys who made country music what it was and still is (or maybe can be). When these folks would sing about being down-and-out and the rough-and-tumble, they knew of what they were singing about. Fast forward a few years to the country singers of today. »»»
Concert Review: LSD tour provides a lot of highs – This was not your grandkids' country, that's for sure. Even the name of the tour - the LSD Tour - was a throwback (albeit far before the principals were making music). But make no mistake about it. With the ever cool country traditionalist Dwight Yoakam, the country with some rock and blues and rabble rousing of Steve Earle thrown in and the... »»»
Concert Review: Alvin, Gilmore fortunately get together – Dave Alvin and Jimmie Dale Gilmore had known each other for decades, but it wasn't until last year that they toured together in a guitar pull setting. What started as a small Texas tour mushroomed into points east and west and eventually the release earlier this month of their blues-based disc, "Downey to Lubbock." And now we have the... »»»
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