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Sears Craftsman Tools featuring A.J. Foyt TV Television Commercial from 1994.

Craftsman is a line of tools, lawn and garden equipment, and work wear controlled by Stanley Black & Decker.

Craftsman tools were first sold in 1927. They are not made by Sears, but by various other companies under contract. The tools are sold in Sears, sister store Kmart, and several other retailers.

In 2007, Craftsman was named “America’s Most Trusted Brand” and brand with “Highest Expectations”.[1] In 2009, the readers of Popular Mechanics named Craftsman their favorite brand of hand tools in their Reader’s Choice Awards.[2] Craftsman is the official tool brand of NASCAR and the DIY Network.[3]

In March 2017, Stanley Black & Decker acquired the Craftsman brand from Sears Holdings.

The Craftsman trademark was registered by Sears on May 20, 1927.[4] Arthur Barrows, head of the company’s hardware department, liked the name Craftsman and reportedly bought the rights to use it from the Marion-Craftsman Tool Company for $500.[5] The brand’s early customers were mostly farmers. Barrows’ successor, Tom Dunlap, upgraded the quality of the tools and added chrome plating to them as America moved into the automobile age.[6]

Sears’ tool line, like many of its other product lines, uses a “good, better, best” pricing structure,[7][8] with the Craftsman brand as the middle tier and Craftsman Professional or Craftsman Industrial as the highest tier. Craftsman Professional and Craftsman Industrial are marketed as being comparable to brands like SK, Snap on, Proto, Mac, and Matco. The standard Craftsman line is marketed as being comparable in quality to other mid-price brands including UltraPro (NAPA), Westward, Gray, Husky, and Kobalt. Sears also had its “Sears Best” line of hand tools for a time.

The lowest tier was originally branded Sears. The company also used the Dunlap name for its lesser quality tools from the late 1930s until the late 1950s.[9] The Sears tool line was discontinued in the late 1980s and replaced by the Companion tool line. The Companion tool line was itself discontinued and replaced by the Evolv tool line in 2008,[10] with a focus on homeowners and DIYers. Evolv tools also have a lifetime warranty but require that the customer have the original dated receipt to enact it.[11]

Anthony Joseph “A. J.” Foyt, Jr. (born January 16, 1935) (“Super Tex”) is a retired American automobile auto racing driver who has raced in numerous genres of motorsports. His open wheel racing includes United States Automobile Club Champ cars and midget cars. He raced stock cars in NASCAR and USAC. He won several major sports car racing events. He holds the USAC career wins record with 159 victories,[1] and the American championship racing career wins record with 67.[2]

He is the only driver to win the Indianapolis 500 (which he won four times), the Daytona 500, the 24 Hours of Daytona, and the 24 Hours of Le Mans. Foyt won the International Race of Champions all-star racing series in 1976 and 1977. In the NASCAR stock car circuit, he won the 1964 Firecracker 400 and the 1972 Daytona 500. Foyt survived three major crashes that caused serious injuries, and narrowly escaped a fourth. Foyt’s success has led to induction in numerous motorsports halls of fame.

Since his retirement from active racing, he has owned A. J. Foyt Enterprises, which has fielded teams in the CART, IRL, and NASCAR.

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