Adidas Officially Launches Dale Earnhardt Jr. Line
By Michael Smith, Staff Writer, SportsBusiness Journal
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adidas Launches Earnhardt Jr.
Line Today In Daytona |
In the minutes before The Sports Authority in Daytona Beach opened Friday morning, a line of more than 100 fans chanted, “Let us in, let us in.” Dale Earnhardt Jr. banners were draped on both sides of the entrance, and the fans, who began to assemble at 10:00pm ET on Thursday night, wrapped around the corner of the building and snaked into the parking lot. The people were there for the launch of adidas’ new line of Earnhardt signature hats, T-shirts, jackets and jerseys featuring the brand’s ClimaCool technology. The Sports Authority and adidas’ own branded retail outlets will be the only stores where Earnhardt’s line of product is available for the foreseeable future. The gear, which features the black and orange colors of Earnhardt's JR Motorsports race team, also will be sold on the NASCAR driver's Web site, dalejr.com. adidas Business Dir for Motorsports Mark Clinard called the fans’ enthusiasm for the new product beyond what the apparel maker experienced when it launched Galaxy MF David Beckham’s jersey last year. “It’s not with a lot of frequency that we do a store launch,” Clinard said. “But with (Daytona Int'l Speedway) across the street and the timing of this the week of the 500, all of it came together. The fanaticism of the fans really sets this apart from anything we’ve done before. This is a whole different deal.”
CRAZY EIGHTS: adidas and The Sports Authority gave the first 88 fans in line an autographed Earnhardt hat. Others won race tickets and merchandise. GMR Marketing, Charlotte, organized the launch and will work with adidas on similar events planned for the adidas store in Las Vegas next month and a Sports Authority outlet in Charlotte around the May race. Footwear and other new product is expected to debut in August for the back-to-school season, Clinard said.
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