Phoenix race asks fans to drop their jeans

January 23, 2014, Pat DeCola,

Unique recycling program urges fans to donate their denim

Listen up, race fans. It's time to drop your jeans.

No, not like that.

When the NASCAR Nationwide Series rolls into Phoenix International Raceway for the March 1 event, fans will have a chance to earn a 20 percent discount on future race tickets -- just as long as they have a pair of jeans to donate to the "Blue Jeans Go Green" denim recycling initiative that race sponsor Cotton is holding.

"The partnership with Phoenix International Raceway places the Blue Jeans Go Green denim recycling program in the unique position of being both in the national and regional spotlight," said Andrea Samber, co-director of strategic alliances, Cotton Incorporated in a track release. "The NASCAR audience is large and diverse and Cotton Incorporated is excited to be able to promote its environmentally responsible program to keep old denim out of landfills and give it new life by converting it into denim insulation for communities in need."

The Blue Jeans Go Green 200 (March 1, 3:45 p.m. ET, ABC) will be supported by the at-track recycling program in which race weekend attendees can drop off any type of denim at one of four recycling collection bin locations around the facility. The raceway will then provide the discounted voucher to the November Nationwide Series race to fans who recycle denim with Blue Jeans Go Green during the spring race weekend. After the donation, the denim will be converted into UltraTouch Denim Insulation by Bonded Logic, located in Chandler, Ariz.

"We are thrilled to welcome Cotton Incorporated and the Blue Jeans Go Green program to Phoenix International Raceway as the title sponsor of our Nationwide event," said Bryan Sperber, president of Phoenix International Raceway. "We are tremendously proud to be associated with such a great organization and I encourage our fans to recycle their jeans and denim to this great cause."

To date, Blue Jeans Go Green has diverted more than 600 tons of waste out of landfills and generated approximately 2 million square feet of UltraTouch Denim Insulation to assist with building efforts in communities in need. Habitat for Humanity Central Arizona will be one of the primary beneficiaries of insulation manufactured from denim collected during the Blue Jeans Go Green 200 race weekend.

"We are new to NASCAR but have learned quickly that the sport's fans are incredibly brand loyal," Samber said. "If that support translates into participation in this cause marketing program then the Blue Jeans Go Green 200 event has the potential to be the largest weekend collection since we introduced the denim recycling program in 2006.”

So what'll it be, fans? Got a pair to spare?