Posted September 4, 2018 11:00 am by Comments

By Kristin Alberts

Henry Repeating Arms made its NASCAR debut Saturday during the Johnsonville 180 race in Elkhart Lake, Wisconsin, a short hop across the state from the gun maker’s large-scale production facility in Rice Lake.
“We’re kind of dipping our toe into the water (and) seeing what kind of reaction we get,” said Dan Clayton-Luce, Henry’s communications director, about the company’s first NASCAR sponsorship, which included a car in the race and signage above the track.
While the company hopes the effort will bring attention to the brand, Clayton-Luce said he thinks fans will enjoy seeing a Henry Golden Boy rifle on side of an orange souped up Camaro. “I think it’s the first time anybody has ever put an image of a rifle on the side of a NASCAR, so we’re really excited about that,” he said.
Both the vibrant orange and rifle painted on the side made the Henry car one of the more eye-catching on the track. (Photo: Kristin Alberts/
President and Owner Anthony Imperato, a man passionate about guns and gears, stands alongside the company’s first NASCAR sponsorship. (Photo: Kristin Alberts/
Although Henry was the only firearm company on the track, this wasn’t the first time a gun maker ventured into NASCAR. Both


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