The Goodyear Tire & Rubber Co. announced that NASCAR star Dale Earnhardt Jr., 26-time NASCAR winner, will be the featured expert who chooses Goodyear tires on and off the track, in a series of broadcast, digital and print ads.
“We’ve already had a relationship due to the confidence that I have in Goodyear tires on the track with the 88 car and on the street with my own personal car,” said Earnhardt Jr. “There’s a huge trust factor that we’ve had for a really long time, so this feels like a continuation of something that has been going on for a while.”
Earnhardt Jr., one of NASCAR’s most popular drivers, has accomplished significant racing achievements on Goodyear tires, including his first NASCAR Sprint Cup victory in 2000 and Daytona 500 victories in 2004 and 2014.
The new Goodyear creative materials draw on Earnhardt Jr.’s deep personal connection with the brand. In the television spot focusing on hard work, tradition and pride, Earnhardt Jr. highlights the tenets of Goodyear’s involvement in NASCAR – the continuous learning that is achieved through all of the drivers and the ability to deliver superior performing tires both on and off the track. Goodyear said it will amplify the creative with a robust media plan and social media support.
“We are pleased to work with one of the premier experts in the sport to showcase Goodyear in a compelling and engaging way,” said Seth Klugherz, Goodyear’s director of marketing. “Dale Jr. is a true icon and superior brand ambassador.”