Adidas is negotiating with Hendrick Motorsports and a handful of speedways to broaden its rights in NASCAR beyond its deal with Dale Earnhardt Jr.
Mark Clinard, Adidas' business director of motorsports, said in Daytona that he'd like to acquire rights at select tracks to develop a fan experience that would expose consumers to its ClimaCool wear. He has had some initial discussions with Lowe's Motor Speedway.
Adidas launched its first line of Earnhardt signature wear on Feb. 15, the Friday before the Daytona 500, at The Sports Authority with GMR Marketing, Charlotte, handling the debut. Those jackets, T-shirts, jerseys and hats are available at The Sports Authority, Adidas' own retail stores and online. NASCAR gear has been extremely limited and often nonexistent in the major sporting goods retailers.
AutostockDale Earnhardt Jr. showed up for a test session last year wearing an Adidas firesuit.
"We're asking Dale Jr. fans to shop in a different place," Clinard said. "This is apparel that will be exclusive to the sporting goods channel, not department stores or lower-level retailers."
Clinard did not discount the possibility of selling the apparel trackside at some point.
The beauty of its entrée to the sport is that Adidas encounters virtually no competition in its category. Nike, which used a sponsorship at Joe Gibbs Racing to introduce its Starter brand to NASCAR, has since vacated the sport, in part because it could not secure rights to Earnhardt.
Clinard's talks with Hendrick have centered on researching in-car conditions and ways in which its ClimaCool technology could possibly be used for the seat material. Adidas already is working with Earnhardt on a ClimaCool firesuit, which is expected to debut later this season.
A deal with Hendrick also might give Adidas rights to put the Amp and National Guard marks from the car on its sports wear. Adidas' initial line of product features mostly the black and orange of Earnhardt's JR Motorsports and the fan club marks, JR Nation, as well as Junior's signature.
Adidas also has interest in putting its marks on Earnhardt's No. 88 Chevy. Adidas marks are currently on Earnhardt's firesuit and his crew's uniforms, as well. Whether Adidas comes back with any ad spots this year remains to be seen.
"I'd rather have the exposure we get through athlete wear than anything we might buy with a bunch of media," Clinard said. If Adidas does an ad, it likely will debut in August for the back-to-school sales season, he said.
Clinard also shared a story about working with Earnhardt that he has found to be a bonus.
When Earnhardt signed with Adidas, the equipment manager at the University of Nebraska, an Adidas school, sent him a bag of assorted Cornhusker apparel and a helmet because Earnhardt collects helmets. The equipment manager was surprised when the phone rang soon thereafter and it was Earnhardt on the other end, calling to say thanks.
"With Dale Jr., there's always this sense that he's going above and beyond," Clinard said.
Mark Clinard, Adidas' business director of motorsports, said in Daytona that he'd like to acquire rights at select tracks to develop a fan experience that would expose consumers to its ClimaCool wear. He has had some initial discussions with Lowe's Motor Speedway.
Adidas launched its first line of Earnhardt signature wear on Feb. 15, the Friday before the Daytona 500, at The Sports Authority with GMR Marketing, Charlotte, handling the debut. Those jackets, T-shirts, jerseys and hats are available at The Sports Authority, Adidas' own retail stores and online. NASCAR gear has been extremely limited and often nonexistent in the major sporting goods retailers.
AutostockDale Earnhardt Jr. showed up for a test session last year wearing an Adidas firesuit.
"We're asking Dale Jr. fans to shop in a different place," Clinard said. "This is apparel that will be exclusive to the sporting goods channel, not department stores or lower-level retailers."
Clinard did not discount the possibility of selling the apparel trackside at some point.
The beauty of its entrée to the sport is that Adidas encounters virtually no competition in its category. Nike, which used a sponsorship at Joe Gibbs Racing to introduce its Starter brand to NASCAR, has since vacated the sport, in part because it could not secure rights to Earnhardt.
Clinard's talks with Hendrick have centered on researching in-car conditions and ways in which its ClimaCool technology could possibly be used for the seat material. Adidas already is working with Earnhardt on a ClimaCool firesuit, which is expected to debut later this season.
A deal with Hendrick also might give Adidas rights to put the Amp and National Guard marks from the car on its sports wear. Adidas' initial line of product features mostly the black and orange of Earnhardt's JR Motorsports and the fan club marks, JR Nation, as well as Junior's signature.
Adidas also has interest in putting its marks on Earnhardt's No. 88 Chevy. Adidas marks are currently on Earnhardt's firesuit and his crew's uniforms, as well. Whether Adidas comes back with any ad spots this year remains to be seen.
"I'd rather have the exposure we get through athlete wear than anything we might buy with a bunch of media," Clinard said. If Adidas does an ad, it likely will debut in August for the back-to-school sales season, he said.
Clinard also shared a story about working with Earnhardt that he has found to be a bonus.
When Earnhardt signed with Adidas, the equipment manager at the University of Nebraska, an Adidas school, sent him a bag of assorted Cornhusker apparel and a helmet because Earnhardt collects helmets. The equipment manager was surprised when the phone rang soon thereafter and it was Earnhardt on the other end, calling to say thanks.
"With Dale Jr., there's always this sense that he's going above and beyond," Clinard said.
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