Starter, a leader in developing licensed and innovative team apparel and footwear, formally announced a partnership today with Joe Gibbs Racing to develop footwear and apparel solutions for the NASCAR team’s crews and drivers.

The partnership is designed to provide a “Living Laboratory” for Starter to apply its experience working with world-class athletes in other sports to the needs of the drivers and crews of Joe Gibbs Racing’s teams in the NASCAR NEXTEL Cup Series and NASCAR Busch Series. Starter and its parent company Nike Inc. already provide 70 percent of the footwear worn by NASCAR crews, but this partnership signals a deepening of the company’s commitment to the sport.

“Starter believes NASCAR’s drivers and crews are serious athletes, requiring specialized footwear, apparel and equipment to meet the demanding needs of their sport,” said Lee Bird, president subsidiaries, Nike Inc. “By approaching the sport from this perspective, Starter will create innovative new products, providing a competitive advantage while maintaining strong consumer appeal.”

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