Simpson Racing


In February of 2001, the racing industry lost one of its great heroes, Dale Earnhardt Sr. At the time of his fatal crash, Dale Sr. was wearing a Simpson safety harness. What the public did not know was that it was an unauthorized, driver-modified safety harness. Simpson found themselves in a firestorm of negative publicity surrounding his untimely death, which led to declining sales. Needing a fresh perspective, Simpson turned to Siquis to help rebuild its image and reclaim its rightful place as the premier manufacturer of racing safety equipment. Nearly a decade later, Siquis and Simpson continue to work together to make the track as safe as possible for anyone chasing the checkered flag.

For a more detailed case study, please contact Anita Kaplan at 410.323.4800 ext 102 or