Wrangler Brand extends its relationship with Dale Earnhardt Jr.

Dale Earnhardt Jr. will stay comfortable and stylish during 2009 with a continued relationship with the Wrangler brand. Today, the denim giant proudly announced it will once again be the official jean of Dale Earnhardt Jr. for a sixth consecutive year. The NASCAR superstar will continue to be featured across a range of high-profile consumer promotions and Wrangler marketing initiatives. “It’s been an honor to work with Wrangler for all these years, and this relationship has always meant a lot to me,” said Earnhardt Jr. “Wrangler has been a great supporter of my family, my teams and the sport. I couldn’t be happier that we’ll continue to build on the things we’ve already accomplished.” The Wrangler brand was the first apparel company to have a significant involvement in NASCAR beginning in the early 1980s as the primary sponsor of Dale Earnhardt and the legendary blue-and-yellow “Wrangler Jeans Machine.” In 2004, the Wrangler-Earnhardt collaboration was renewed with Dale Jr. and has since helped raise more than $175,000 for various charitable causes. The Wrangler relationship is Dale Jr.’s longest-running endorsement deal. “The Earnhardt name has always represented the core, all-American values that Wrangler embodies, and we are thrilled to be continuing that tradition,” said Craig Errington, vice president of Wrangler marketing. “Dale Jr. has been a wonderful partner, and as evidenced by his huge popularity, he continues to be a perfect representative for the Wrangler brand.” The Wrangler brand and Dale Jr. will work together in 2009 on promotional opportunities designed to enhance the brand’s profile. As the official jean of Dale Jr., Wrangler will continue to leverage NASCAR’s most popular driver in advertisements, in-store signage, product ticketing and consumer promotions.

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