The Sports Authority Sees Sales Boom From Dale Jr. Line

The Sports Authority Cashing In On Sale Of Dale Jr. Apparel Line

adidas spokesperson Andrea Corso said that The Sports Authority, which on February 15 exclusively launched NASCAR driver Dale Earnhardt Jr.'s new JR Nation signature apparel line, "tripled its sales numbers from the same day in 2007," according to Marty Smith of ESPN.com. Corso added that the apparel ranked second in sales for the chain, which is "substantial considering the Daytona Sports Authority location was the only store in the country to have product that first weekend." adidas Business Dir for Motorsports Mark Clinard: "They exceeded what we were hoping for." Clinard added, "We've doubled our amount of adidas online responses from Daytona to Las Vegas, and the coolest part about it is 90[%] of those responses were first time ever visiting adidas." Smith reported the apparel line eventually will expand to "include $200 driving shoes like Earnhardt wears on race day, and ... his racing suit," which will retail for $2,000, though that will not be available until mid-'09. Earnhardt is just the fourth pro athlete to "ink a signature deal with adidas," joining MLS Galaxy MF David Beckham, Rockets G Tracy McGrady and Saints RB Reggie Bush. JR Motorsports VP/Marketing Thayer Lavielle: "We were very happy to see the adidas partnership and product line come to fruition. The product style and quality has exceeded our expectations and fits perfectly into our brand direction. The launch in Daytona was a huge success." Smith wrote Earnhardt is "fully engaged in developing product, both for greater performance in the cockpit and greater return at retail." Clinard: "He helped us co-create this product. Fans have never been able to buy fan wear where the driver actually helped create it. He's connected and knows what his fans want. ... We've gotten thousands of letters stating, 'Because you support Dale Jr., my whole family's going to buy adidas and my kids are going to wear adidas to school'" (ESPN.com, 3/5).