Nike's Jordan Brand Signs NASCAR's Denny Hamlin
CNBC Sports Business Reporter
It's not exactly a match made in heaven, but it's definitely interesting. NASCAR driver Denny Hamlin has struck a deal with Nike's Jordan Brand for the 2011 season.
As part of the deal, the Jumpman logo will appear on Hamlin's uniform belt, back, shoulders and racing gloves. The deal was forged in part because Michael Jordan, whose brand has sponsored a motorcycle racing team since 2004, struck up a relationship with Hamlin, who finished second in the NASCAR Sprint Cup points standings last season.
Sources say Hamlin will not wear Jordan brand shoes in the car, but he will wear them off the track. Hamlin's main sponsor is FedEx. His other sponsors include Coca-Cola and Gillette.
Jordan brand spokesmen include Carmelo Anthony, Chris Paul, Dwyane Wade, Ray Allen, Derek Jeter and LaMarr Woodley, among others.
The big athletic shoe brands haven't really done much with NASCAR and understandably so since the shoes aren't really visible during racing. In 2007, adidas signed Dale Earnhardt Jr. to a deal and Starter, then owned by Nike, signed a deal with Joe Gibbs Racing to outfit its drivers.
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