Makita U.S.A. has partnered with Univision co-host Félix Fernández.

Fernández, a recognized voice in Spanish language sports media and former goalkeeper on the Mexican National Team (MNT), joins Makita as a brand ambassador and spokesman. According to the company, the partnership increases Makita’s already high visibility among Hispanic contractors.

Makita’s partnership with Fernández will include promotions built around Fernández’ personality and profile. This is in addition to Makita’s exhibitions at pre-game “Fútbol Fiestas” during MNT matches across the U.S., exclusive Fútbol Fantasy Camps and more, according to the company.

Makita’s focus on the Hispanic contractor is best demonstrated in the ongoing “Build Your Dreams” initiative. The campaign links the performance of Makita tools with increased efficiency on the job site, and the potential for contractors to spend more time off the job site to focus on dreams and aspirations centered on home and family.

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