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Business in racing: Dale Earnhardt Jr., Wrangler jeans a perfect fit
By Erik Spanberg - Contributing Writer
Friday, January 02, 2009
Dale Earnhardt Jr., driver of the No. 88 Hendrick Motorsports Chevrolet, finished 12th in the final 2008 NASCAR Sprint Cup Series standings.
Jerry Markland
Getty Images for NASCAR
COMMENTARY
What do Dale Earnhardt Jr. and football legend Brett Favre have in common? They’re in constant rotation in ads for Wrangler jeans.
The reasons are obvious: Wrangler targets a blue-collar, middle America consumer and rings up sales with mass retailers such as Wal-Mart. In the sports world, few star athletes appeal to that crowd the way Favre and Dale Jr. do.
Now the jeans company has signed Dale Jr. for 2009, making the Wrangler endorsement the NASCAR star’s longest-running deal. (He parted ways with Budweiser after a decade-long run at the end of 2007.)
In a concession to the economy, however, Wrangler reduced its commitment by ending its sponsorship on Dale Jr.’s race car as well as his driver’s suit. The deal is now a straight personal endorsement. Financial terms have not been reported.
Wrangler representatives say they were happy with the car and uniform sponsorships but made the move for budgetary and strategic reasons (read: to save money). Expect to see Dale Jr. just as much in TV ads, print spots and in retail promotions. His endorsement, along with Favre’s, represents a major component of Wrangler’s marketing campaign. (Wrangler’s lone other
celebrity alliance is country music star George Strait.)
“Authenticity is what makes this work,” says Jim Doyle, principal at Retail Sports Marketing, an industry consultant who works with Wrangler on both the Favre and Earnhardt Jr. endorsements. “With a lot of endorsements, it’s not always a natural fit. You wonder about it. But Dale Jr. in jeans is realistic — you can see him and Brett Favre wearing Wranglers, not just in their commercials.”
The Dale Jr.-Wrangler alliance continues a long history between the apparel maker and the Earnhardt family. Wrangler served as Dale Earnhardt Sr.’s primary race car sponsor during the 1980s, and the elder Earnhardt remained a spokesman even after he switched car sponsors. In some ads from the 1980s, Dale Jr. and his sister made cameo appearances.
“That makes this a pretty unique relationship on both sides,” says Craig Errington, Wrangler vice president of marketing. “He was wearing Wrangler jeans when he was 9 years old.”
Wrangler signed Dale Jr. in 2004, just as it overhauled the jeans line with a more contemporary style. Company executives liked the legacy with the Earnhardt family as well as Dale Jr.’s younger, hipper image. Since Wrangler targets customers who wear jeans four to five times per week, Dale Jr.’s casual fashion sense makes for a good fit.
Expect a new batch of TV ads in April starring Dale Jr. Though Errington declines to disclose specific sales gains, he says the endorsements by Favre and Dale Jr. have boosted sales.
That loyalty is reinforced with personal appearances such as an annual hot-lap retail promotion. For the past four years, Wrangler has awarded a small group of prize winners a trip to Lowe’s Motor Speedway for ride-alongs on the track with Dale Jr. at the wheel.
Errington says using Dale Jr. with fans at a race track makes for a much bigger payoff for everyone involved.
Wrangler generated 40,000 entries for the contest in 2008. “It helps bring the brand to life,” Errington says. “And rather than a standard appearance, he has a lot more fun driving a car than doing something else.”
To date, Wrangler has used Dale Jr. and Favre in separate ad campaigns, a plan that will remain in place for the near future. The company has discussed a possible pairing of the two sports stars on a casual basis, but, so far, prefers keeping the current successful approach in place.
Mentioned Drivers: Dale Earnhardt Jr.
2009 Sprint Cup Race for the Chase Standings
Driver Standings after the AMP Energy 500
| 1 | Jimmie Johnson | 6248 |
| 2 | Mark Martin | -184 |
| 3 | Jeff Gordon | -192 |
| 4 | Juan Pablo Montoya | -239 |
| 5 | Tony Stewart | -279 |
| 6 | Kurt Busch | -312 |
| 7 | Greg Biffle | -340 |
| 8 | Ryan Newman | -402 |
| 9 | Kasey Kahne | -414 |
| 10 | Carl Edwards | -437 |
| 11 | Denny Hamlin | -448 |
| 12 | Brian Vickers | -556 |
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Comments
27 responses to "Business in racing: Dale Earnhardt Jr., Wrangler jeans a perfect fit ". Post a Comment.
Howard Englishman said:
Jan 2, 2009 at 12:34 PMThe only problem is that Wrangler and Lee are owned by VF out of Greensboro NC and all there junk is made in Viet Nam and other communist countries.
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» Confirm Abuse Reportmarian mcclain said:
Jan 2, 2009 at 2:32 PMJunior can advetise anything with his populatity. Go Dale.
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» Confirm Abuse Reportphyllis hamilton said:
Jan 2, 2009 at 2:35 PMDale Jr. sure looks good in those wrangler jeans.I wouldn't call them junk.Hurry February, I am ready for some racing.
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» Confirm Abuse ReportPatsi Wilbanks said:
Jan 2, 2009 at 3:49 PMNo junk on that hunk!!!!
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» Confirm Abuse ReportPat Schwald said:
Jan 2, 2009 at 4:00 PMJust about everything is made out side the US,talk to the Goverment or how about our new Pres. elect. What did he say "Change" he said that over and over. So how about bring back job's to the US..that would be a change!! Go Dale JR.
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» Confirm Abuse ReportGeorgia Ross said:
Jan 2, 2009 at 4:25 PMBest Wrangler "bum" ever! GO JR.!
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» Confirm Abuse ReportBetty Reed said:
Jan 2, 2009 at 4:26 PMDale could sell anything with his smile. He just has that (real man look).
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» Confirm Abuse ReportGeorgia Ross said:
Jan 2, 2009 at 4:35 PMCan't believe I got filtered for saying that Jr had the best bottom in NASCAR in those Wranglers. DOES HE EVER!!!!
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» Confirm Abuse ReportArthur Trim said:
Jan 2, 2009 at 4:42 PMGreat ad for products made outside the USA. Wait to Chevrolet moves the balance of their production outside the USA.
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» Confirm Abuse ReportGeorgia Ross said:
Jan 2, 2009 at 5:05 PM#8 Arthur, if you have ever seen a print-out of everything that is outsourced in America you would be horrified. But I think we need to put more blame on the Free-Trade Agreement B.S. and much less on NASCAR sponsorship, the latter of which really needs our support as racing fans.
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» Confirm Abuse ReportWerner Boehmert said:
Jan 2, 2009 at 5:07 PMheard this story before...yawn...btw...seems that Favre is no longer that well liked...
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» Confirm Abuse ReportWerner Boehmert said:
Jan 2, 2009 at 5:12 PMwe might want to blame ourselves for wanting cheaper products...me?...i buy Carhart and make sure it's made in the USA...
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» Confirm Abuse ReportMarilyn Fisher said:
Jan 2, 2009 at 5:30 PMI know the Wangler endorsement is a personal one for Jr. but don't the car owners do the contracts with the sponsors for their cars and drivers????? I don't know, just asking the question. I really thought the owners have most of the say. Guess I never gave it much through who was responsible. When a driver is racing in a car with no sponsors (which that happened in 2008) I thought the owner had to foot the bill.
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» Confirm Abuse ReportHoward Englishman said:
Jan 2, 2009 at 5:57 PMHe can endorse Wrangler all he wants but they last a month and thats why they cost 14.88 at Walmart and that why the USA is goin down the tubes so dont complain because you just keep buyin the junk.
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» Confirm Abuse Reportphyllis hamilton said:
Jan 2, 2009 at 10:23 PMIf everyone looked at all the things in their home, over half would be made in another country.A lot of us prefer talking about Jr. and nascar. I think they were both made in the USA.
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» Confirm Abuse ReportRetired Army said:
Jan 3, 2009 at 6:54 AMI have worn Wranglers my entire adult life, (when I was not in uniform.) I can honestly say that a pair lasted me 3-5 years. My wife wears them also and hers last just as long. We buy them because of the quality and the price at Walmart, Jr being associated with them has nothing to do with it. Give me Wranglers over Levi's any day!
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» Confirm Abuse ReportBillie Brooks said:
Jan 3, 2009 at 7:32 AMBrett is ok, but I think Jr., is a better "fit" for the jeans, have you ever noticed in the Brett commercial when he is walking away how much "slack" there is in the behind? Go Jr.!!
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» Confirm Abuse Reportdottie benedict said:
Jan 3, 2009 at 7:35 AMJunior makes those wranglers look real good
Report as Abusebut then thats old news. cant wait for racing love ya junior
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» Confirm Abuse ReportBrenda Thompson said:
Jan 3, 2009 at 8:08 AMI agree!!!!! June Bug looks good in those jeans!!He also looks good in his uniform behind the wheel of his race car!! I also can hardly wait till the first race in Feb.I hope this will be his best year yet!! I also hope it's a better year for everyone!May 2009 be the best year for Nascar!!!!
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» Confirm Abuse ReportHoward Englishman said:
Jan 3, 2009 at 9:38 AMI hate to tell you Brenda, but this will be the worst year in NASCAR. With tracks without sponsorship and tracks closing down and only 37 sponsored cars and the Nationwide series on the verge of disappearing and over 500 team layoffs this will not be a good year.
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» Confirm Abuse ReportJerry Allison said:
Jan 3, 2009 at 7:08 PMI've worn Wranglers for 30 yrs.,and mine also last well over 1 yr.when worn daily out in the field as a surveyor,but it's true everything is made outside the U.S.A.,sad but true,if you looked through your house,I bet 90% is made in China or an Asian country or Mexico,that sucks,but our manufactures and government is allowing this to continue.
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» Confirm Abuse ReportSunday Money said:
Jan 3, 2009 at 7:34 PMDale Jr. is sooooo cute in those wrangler jeans. He is just tooooo cute. The wrangler commercial fits him perfect. The thing I admire about Dale Jr. is that he hasn't forgotten his former friends. They are still his friends. Dale Jr. doesn't seem to be the kind of person that would pretend he was something he wasn't. But then....he don't have to. Go Dale Jr.!!!!
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» Confirm Abuse ReportSteve Morgan said:
Jan 4, 2009 at 2:40 PMI used to wear Levi, But when you can buy 2-3 pair of Wranglers for the cost of 1 Levi, I like my money more, Plus they wear great, Good Luck in 09 Jr
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» Confirm Abuse ReportSteve Skobel said:
Jan 4, 2009 at 7:49 PMHoward Englishman, i have been reading your comments, and as you continue to berate wranglers, i suppose you should check your family geneology, hence the name:english..man. maybe you should decide/rethink your comments based on your last name, are you really an american? then support those ideas and ideologies that have their roots in the USA!
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» Confirm Abuse ReportHoward Englishman said:
Jan 4, 2009 at 10:23 PMSteve, maybe you should read my comments. you are not supporting American companies. VF is made in communist countries and supporting there people. If VF were made in the good ole USA that would be supporting an American company.
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» Confirm Abuse ReportSteve Skobel said:
Jan 5, 2009 at 7:17 PMHoward, I am well aware of things made overseas, my wife works in the retail business where eveything is imported,but read My comments, ideas and ideologies that have their roots in the USA. VF originated in my hometown of Reading,Pennsylvania, so without it's beginning, there would be no today, even in Greensboro!
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» Confirm Abuse ReportGeri Wolf said:
Jan 6, 2009 at 2:28 PMWell, Howard, maybe you should buy the right size jeans and they will last longer. If you squeeze into them they don't last as long. So, take your pick - tight buns that rub or a nice casual fit.
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