Dale Jr. Debuts Adidas Duds At Daytona

With the 50th Daytona 500 just a lap away, Adidas and Dale Earnhardt, Jr. say they are ready to unveil Adidas JR. Nation Gear fan apparel. The line includes t-shirts, jackets, hats and jerseys made with ClimaCool, a cooling fabric technology.

The Nascar legend will also wear a new Adidas-crated race suit, also made with ClimaCool, to combat the car's high temperatures, which helps with alertness and fighting fatigue.

The line will go on sale first at 9 a.m. on Feb. 15 at the Sports Authority in Daytona, right across from the Speedway, as part of Speedweek's festivities. The first 88 customers will receive an autographed hat. Marketing includes a text-message feature: Fans can text "88" to Adidas, and get a message back from Dale himself.

Observers have been speculating about this launch since the partnership was announced last year.

While Nascar is currently struggling with falling ratings, declining ticket sales, and a fickle 18-to-35 demo, apparel is said to be one of the least developed merchandising areas in the sport. The Adidas line links Earnhardt, who is also partnered with Wrangler, with performance.

"ClimaCool technology is a ventilation system that addresses the needs of the body based on Adidas' research of body mapping," the company says. "This system utilizes specially engineered air channels, materials and components to provide superior moisture management, enhanced evaporation and better breathability."

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