Adidas making waves across Junior Nation

NASCAR's most popular driver has teamed with one of the biggest names in apparel and lifestyle gear to launch one of the best selling product lines of 2008. Dale Earnhardt Jr. and Adidas inked a licensing agreement last summer that has spawned a comprehensive selection of Dale Jr. footwear, apparel and accessories for race fans of all ages.

Merchandise started hitting the shelves in February, and now more than a dozen items from the Adidas Dale Jr. collection are now on sale in the NASCAR.com SuperStore.

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"I've been wearing Adidas my whole life. It's who I am. Throughout my career I've been fortunate to partner with brands that fit my lifestyle, and Adidas fits," says Earnhardt Jr.

"Because of that, I'm excited to bring Adidas into our sport, introduce them to our loyal fan base, and work with them to apply their performance technologies and innovation to create cutting edge products that will help me as a race car driver and allow me to remain true to myself. I'm also really looking forward to working with the Adidas designers to continually create cool Adidas gear for my fans."

As Earnhardt Jr. alluded to, the arrangement includes the design and production of the groundbreaking driver's uniform and shoes that he is wearing this season.

But for the JR Nation, the biggest news is the catalog of merchandise that will be available to Junior's legion of devoted fans. The product is inspired by his personal style, and he will work with the Adidas' design team to put his thumbprint on every item from the line.

"Adidas is all about getting to know the athlete and making products perfect for them," says Mark Clinard, business director for Motorsports, Adidas America. "Our philosophy has always been to work closely with athletes and have them involved in the design process. Dale Jr. has been involved every step of the way providing feedback, comments and opinions."

Many of the garments offered to consumers feature Adidas' patented ClimaCool technology. Developed by the highly-acclaimed Adidas Innovation Team, ClimaCool pulls sweat away from the skin to the outer fabric face for quick evaporation, enhancing the body's natural temperature regulation. It is the same technology incorporated into the design of Junior's firesuit.

"Working with Dale Jr., we realized NASCAR has a huge emphasis on technical innovations for the car, but not the driver -- and Adidas can provide that critical link to help drivers stay more comfortable, more focused and ultimately help them perform better," Clinard elaborates. "Adidas is bringing a fresh approach and innovation to NASCAR athletes, including drivers, the pit crews and other support staff. As we're making his race suit and race shoes to help Dale Jr. perform better in the car, we're able to translate technology like ClimaCool out to the fan gear."