Why did Sears sign Ted Williams? For one simple reason. To add a cold, professional viewpoint on the quality of every piece of Sears sports equipment before it gets into the Sears catalog or any one of the 740 Sears department stores.
Williams is a working consultant. He helps Sears select the sports items it sells. He personally field-tests them. And he suggests improvements in order to keep Sears a stride ahead in the sporting goods field.
He may recommend putting bigger, stronger wheels on a camp trailer. Lighter soles on a pair of hunting boots. Softer leather in the liner of a fielder's glove—to create the proper "feel." Making sure its products really work has always been a main concern of Sears. That's the reason behind the $50,000,000 Sears testing laboratory.
And that's the reason for signing Ted Williams. If the legendary Williams batting eye can't detect a flaw, Sears knows the item is absolutely first-rate.
March 5, 1962
Ted Williams' name on any sports equipment you buy at Sears is not just an empty endorsement.
It means that your judgment in choosing this product is backed by a man who would never lend his name to anything he wouldn't use himself.