Rascal Flatts Partner With J.C. Penney for Tour Sponsorship

Rascal Flatts have partnered with the J.C. Penney department store chain for sponsorship of their upcoming concerts to be billed as the Rascal Flatts American Living Unstoppable Tour. The tour will promote American Living, a line of merchandise developed for the retailer by Polo Ralph Lauren’s Global Brand Concepts. The two-year sponsorship begins when the trio’s summer tour begins on June 5. In conjunction with the tour, Rascal Flatts have written “American Living,” a new song inspired by the brand. The song will be featured in commercials and will be available only at J.C. Penney stores on a special version of the band’s Unstoppable CD. Net proceeds from the sale of those CDs will be donated to the J.C. Penney Afterschool Fund, which provides children in need with access to afterschool programs. As part of the sponsorship, the three band members — Gary LeVox, Jay DeMarcus and Joe Don Rooney — will wear American Living clothing during their concerts. 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 J.C Penney tour bus will feature imagery of the brand. Unstoppable will be released nationally on April 7, the same day J.C. Penney begins selling its special version of the album.