MARCH 30, 2015 | BY GINA ACOSTA

Sears has teamed up with organizers of a next-generation athletic event that involves slogging through mud to promote its best-selling Kenmore brand in stores, online and via social media.

The Kenmore brand announced that for the second consecutive year, it will be the official household appliance sponsor of the Dity Girl Mud Run, the original women-only national 5K obstacle and race event.

http://www.retailingtoday.com/article/sears-thinks-%E2%80%98dirty%E2%80%99-drive-brand-growth