BYRNA SHOWS UP BIG AT BRISTOL.

From fan activations to live demonstrations, Byrna was front and center during one of NASCAR's biggest weekends at Bristol Motor Speedway. Great partnership, outstanding fan engagement, and a tremendous opportunity to introduce thousands of consumers to Byrna's innovative self-protection product line. 

There's nothing in racing like a Saturday night at Bristol, and this year Byrna got to be part of it.

We brought Byrna to Bristol Motor Speedway for the Bass Pro Shops Night Race and introduced ourselves to a crowd of more than 100,000 race fans. For a lot of them, it was the first time they'd heard of us, and that's exactly why we went.

On the Fan Stage

The Food City Fan Stage is where fans hear from the drivers, personalities, and brands that make race weekend what it is, and this year Byrna took a turn. Conn Davis and the team brought a lineup of Byrna products on stage, and Conn talked with the crowd about smarter self-protection: a way to protect yourself and your family without a life-or-death decision.

Byrna also showed up on Colossus, the huge video board above the Bristol grandstands, so fans across the whole stadium saw us.

Behind the Scenes

We spent time in the pits and garage with the drivers and their cars, which was a close-up look at everything it takes to put on a Bristol race. We also got to meet a lot of the other brands that support the sport.

Why Bristol

Racing fans value freedom, family, and self-reliance. So do we. That shared outlook makes the NASCAR community a natural fit for Byrna, and introducing the third option for personal protection to a crowd like Bristol's is what this weekend was all about.

"Bristol fans are some of the most loyal, self-reliant people in sports, and that's who Byrna is built for. Getting to celebrate Bristol alongside them was the start of something great." — Jim White, SVP of Retail & Channel Growth, Byrna

Just Getting Started

Thank you to the Byrna team, who brought the energy all weekend, and to the entire Bristol Motor Speedway crew for having us. This weekend was the beginning of a great relationship with Bristol, and of our love for the sport. Stay tuned.