adidas Announces Dale Jr. Deal; Will He Do The Dew?

Earnhardt Jr. Inks  Deal With adidas

adidas has formally announced a multi-year partnership with Dale Earnhardt Jr. beginning in ’08.  The collaboration will include a line of footwear, apparel and accessories, as well as off-track footwear and fan apparel.  Earnhardt will also work with the adidas Innovation Team to design and create a new racing suit and technical driving shoes, both of which will debut at the ’08 Daytona 500.  Earnhardt Jr.-licensed products will be available at adidas' retail stores and through sporting goods retailers nationwide beginning in February.  News of the deal was first reported in SportsBusiness Journal (THE DAILY).

MOUNTAIN JAM?  In Jacksonville, Don Coble writes the sponsor of Earnhardt Jr.'s Hendrick Motorsports team next year will "most likely [be] Mountain Dew."  Meanwhile, Motorsports Authentics sent five tractor-trailers of Earnhardt merchandise to Daytona Int'l Speedway this weekend, "and for the first time, some prices have been slashed" (FLORIDA TIMES-UNION, 7/6). 

'TIS THE SEASON: Earnhardt will drive a red, white and blue car during Saturday's Pepsi 400 that he helped design as part of Budweiser's tribute to troops.  Earnhardt's car featured a camouflage paint scheme in a race earlier this year, and Budweiser is donating all proceeds from the sale of collectible merchandise related to the two schemes to the Special Operations Warrior Foundation (SCENEDAILY.com, 7/4).