Emergency units were dispatched late Friday afternoon to an accident just outside J.J. Jax gift shop on North Lowe Avenue.

The man driving the truck was traveling northbound on Lowe Avenue at a high rate of speed when he became airborne before crashing head-on into the base of a large billboard sign, according to witnesses.

According to one witness, the billboard sign stopped the truck from crashing into J.J. Jax where customers were shopping at the time.

When emergency personnel arrived, the man was in and out of consciousness and was immediately rushed to Cookeville Regional Medical Center.

At this time, investigators are not sure what caused the one vehicle accident and have not released the man's identity.

"No one else was involved in the accident, and it is unknown what caused him to lose control of his truck. We will be investigating the accident and hopefully we will know more details real soon," said Officer Greg Young of the Cookeville Police Department.