"We consider Dale Jr. to be the most influential
driver in NASCAR and therefore the perfect driver for us
to work with in creating the next generation of
technical driving products for NASCAR,” said Mark
Clinard, Adidas' Business Director for Motor Sports.
Adidas plans to market the shoes and apparel in much
the same way they would market a basketball shoe -- they
intend to have a professional grade product to be worn
by drivers and crew members -- and then offer that exact
same product for sale to the public.
Other race teams are also a target market of Adidas
-- from the Saturday night short track racer to road
course drivers to other NASCAR competitors.
Both drivers and pit crew members can benefit from
the advanced footwear and fire suits.
Adidas is also exploring ways to add their ClimaCool
technology to racing products.
The ClimaCool fabric lowers body temperature allowing
drivers more comfort under extreme hot conditions -- and
perhaps giving them a mental and physical edge over the
competition.
The company also plans a line of casual footwear
carrying the Dale Jr name. Junior plans to work with
Adidas designers in creating the line of shoes.