After months of research, development and design collaboration, Dale Earnhardt, Jr. will debut the adidas three stripes at the 2008 Daytona Speedweeks, which starts on Feb. 9 with the Budweiser Shootout and ends Feb. 17 with the year's premier NASCAR event Daytona 500. On Feb. 15, Dale Jr.'s exclusive adidas JR. Nation Gear will go on sale at Sports Authority available first in Daytona.

"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," explained Dale Jr. "I've been working with adidas on the design of a new suit and I'm wearing what we came up with at Daytona."

Dale Jr. continues to work closely with the adidas Innovation Team to create a race suit featuring ClimaCool(R) technology. With extreme temperatures in the car, ClimaCool(R) will keep Dale Jr.'s body temperature lower, ultimately combating fatigue and therefore allowing him to be more alert and responsive throughout the entire race.

"adidas' 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," said Mark Clinard, business director for Motorsports, adidas America. "Our ultimate goal is to help Dale Jr. perform at his maximum level and gain a competitive edge on the track. Along with the racing gear, Dale Jr. assisted in designing a complete adidas JR. Nation fan apparel line, which will provide fans access to the same ClimaCool technology that keeps him cool on the track."

Dale Jr.'s official adidas JR. Nation apparel line will launch with men's and women's apparel such as t-shirts, jackets, hats and jerseys. The adidas JR. Nation fan collection features the same adidas ClimaCool technology that allows Dale Jr. to stay cool on the track and will be first available at Sports Authority in Daytona on February 15 at 9 a.m. in conjunction with Speedweek. In celebration of the launch, the first 88 people to purchase adidas JR. Nation Gear will receive an autographed hat. Fans can text "88" to "adidas" from their mobile phone to receive a message from Dale Jr. about the latest adidas gear. Throughout the season, new products, including footwear, accessories and other exclusive gear, will debut in conjunction with special events like All-Star in Charlotte this May.

"I'm really excited for my first adidas line to launch here in Daytona," said Dale Jr. "It goes on sale Friday morning at 9 a.m. at Sports Authority, across from the speedway and on adidas.com. This stuff will have some of the same adidas technology, like ClimaCool that I'll be racing with in the car. Fans can text '88' to 'adidas' for more information."

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

Through adidas' strong nationwide network of retailers including adidas stores and Sports Authority, the adidas JR. Nation fan gear will be more accessible for Dale Jr. fans than ever before.

About JR Motorsports

Established in 1999, JR Motorsports is the management company and racing operation for professional stock car driver Dale Earnhardt Jr. JRM competes in multiple racing divisions, including the NASCAR Nationwide Series, in which it fields two full-time teams. Earnhardt Jr.'s organization is based out of a 66,000-square foot facility in Mooresville, N.C., and includes the JR Nation retail store and Dale Jr. Fan Experience. For more information on JR Motorsports, visit .

About adidas

adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas Group, a corporation that includes brands such as Reebok, TaylorMade and Rockport. Some of the players in adidas' roster of athletes include: Reggie Bush, Tim Duncan, Ryan Howard, David Beckham and Allyson Felix.

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