adidas & Dale Jr. Team announces multi-year partnership
07 Jul '07
3 min read
Together with Dale Jr, adidas is exploring opportunities to add technical features such as ClimaCool to Dale Jr.'s racing products in order to provide him with a competitive advantage.
"With extreme temperatures in the car, it is easy to see why we are exploring the potential of applying our ClimaCool technology," said Clinard.
"ClimaCool products have been proven to lower body temperature and combat athlete fatigue; which is important because fatigue can lead to a decrease in reaction time and performance. We want to keep Jr. alert and responsive in those final laps to give him that performance edge that could make the ultimate difference."
In addition to providing fans access to Jr.'s technical driving range, there will be an extensive collection of off track footwear, technical apparel and fan merchandise.
"I'm also looking forward to working with the adidas designers to create cool adidas gear for my fans," said Dale Jr. The fan product will be inspired by Dale Jr.'s personal style and he will work with the adidas' design team to put his thumbprint on every item from the line.
These products will be more accessible than ever via adidas' extensive network of retail partners. For the first time, Dale Jr. licensed products will be available via adidas' own retail stores and through sporting goods retailers such as 'The Sports Authority,' who have over 400 stores nationwide. The line will roll out beginning in February 2008.
"Dale Jr. is an American icon and this is a great opportunity for adidas to extend our brand. We have developed partnerships with the NBA, NFL, MLS and a variety of major colleges and this announcement further solidifies adidas' leadership in core American sports," said Clinard.
marketing@alchempro.com
