From 2010-2011, IRWIN Tools tasked HB&M Sports with helping to develop and revive a national mobile marketing program known as the Ultimate Tradesman Challenge (UTC). As part of the program, IRWIN Tools and HB&M Sports developed a sell-in program with plans to have the UTC come to customer store-fronts, and select a “Customer Champion” to participate in the UTC National Finals.
The UTC program criss-crossed the United States in a custom trailer featuring product displays, a stage and multimedia elements. The 2010 program culminated in the National Finals and was featured as part of the IRWIN Tools Night Race weekend at Bristol Motor Speedway, with the final actually taking place on Speed's NASCAR Trackside Live program.
After crowning a North American champion, IRWIN Tools hosted the Global Finals of the competition at the Spring Race weekend in 2011, executing an exciting round robin competition and final in the IRWIN Tools consumer display area.