• Female
  • Los Angeles, California
  • United States
  • Apparel
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Where the Racetrack Meets the Runway –
revving up a whole new generation of clothing for racers and racing enthusiasts.

The founder of “Rock it Baby” and “RIB Wear,” Juce Peterson, has created something new in the auto racing apparel industry. A new generation of women is breaking on the racing scene, and with them the need for clothes that reflect their “life in the fast lane” world with style and panache. Juce is working with some of the best and most beautiful up-and-coming racing talent in the nation today; Alison Macleod,Toni McCray, Kristian Alexis, Annalese Thorp, Lea Powell and Sean Murphy, designing high-end couture and activewear for this new breed of female role model and icon.

To cater to the these athlete’s fans, Juce started “FanClub49” to help these new, sports stars to market themselves with all manner of fan-oriented merchandise – from T-shirts to calendars.
She assists them in the design, manufacture and marketing of high-quality, straight-from-the- racetrack apparel and products.

Realizing the importance of the fans in the growth of the racing industry, Juce has also started “Finish Line – Where the Girls Come First.” A line of activewear geared to the female racing enthusiast, but with the same innovation and attention to detail as her “Rock it Baby” couture.
The racing culture has become “the” new, hot spot for girls to show off their trendy gear - the car is their latest accessory – and Juce sees unlimited possibilities for womens motorsport clothing.

Another aspect of the “Rock it Baby” brand is producing events for autoshows and similar venues, showcasing her “Rock it Baby” model athletes. She provides clients with a complete package to enhance the experience of attending a high-end automobile or other motorsports event. Recently, the Oasis Event Center opened in L.A.’s garment district and featured the “Rock it Baby” models, decked out in Juce’s innovative designs, in a high-energy cabaret performance of music and dancing that stopped the show. It became necessary to remind the enthusiatic audience that they were attending a fashion show, such was the crowd response.

Plans for the future include partnerships with upscale retail stores and involvement with other sports apparel companies to help market new talent.
She also wants to use her clients to begin a program of personal appearances in Metro-area L.A. schools, not only to publicize racing, but to show kids that driving is not all there is to racing; to introduce them to all that goes into the sport in the way of engineering and technology, and to encourage them to set goals, dream big and focus on education as the way to achieving them.
She has also set her eye on the extreme sports industry with particular attention to the needs of women in those sports.
Juce also sees a great future for “Rock it Baby” as a fundraising tool for the non-profit sector.

The idea “Where the Racetrack Meets the Runway,” suggested to her by her mentor, is the perfect description for the emergence of women in motorsports, and Juce intends to be there to help them look and do their best.
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At 12:09am on July 16, 2010, Tricia Naomi said…
Hello Super Woman, I would like to invite you to Check out my blog...Which is an empowering blog dedicated to Today's Woman...highlighting articles related to woman. I use Celebrity and real life examples to discuss different topics related to relationships, fashion, hair and music. You will thoroughly enjoy! Check it out at join up to follow my blog as certain contests will be available soon related to the articles. You can also follow me on twitter @superwomanspeak
I also am currently looking for wonderful success stories for an interview section of my blog! If you have a great story to tell message me! I will be highlighting different people or business owners from all over the World!
Hope to discuss talk with you soon!

At 1:27pm on May 22, 2009, LaShanda Henry said…

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At 10:14am on September 16, 2008, Go'diloX said…
The Southern Entertainment Awards, oringinally out of Nashville, at Harrahs casino in Tunica, Ms. I am nominated this yr. I need everyone support on this voting process. It take jus a minute to go to the site(link below) Click BALLOT tab..VOTE will appear..Click it...look for the catagory: INDUSTRY POWER PLAYER(FEMALE)..YOU DO NOT HAVE TO VOTE IN EVERY CATAGORY...they will send you a comformation email that you MUST click to make your vote count..I have worked soo hard over the years, especially being a woman in the music industry, dealing with men who have tested my Womanhood and Rank..and have LOST... I'm humble for this reconition by my peers, and would love to be the FIRST BLACK WOMAN to bring this award home..Please comment on my page after you have voted for I can see who my voters were(email all your friends to do the same)..thank you..and I know I cant win without YOU!!Please add me...

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