As the NASCAR community gears up for the iconic Daytona 500 this weekend, the Wrangler® brand is proud to announce a continued relationship with racing superstar Dale Earnhardt Jr.  The seven-time winner of the Chex Most Popular Driver Award will be featured across the brand's marketing initiatives for the seventh consecutive year.

Earnhardt Jr. officially became the face of the Wrangler Jeans Co.^TM line in 2004, but the Wrangler®-Earnhardt relationship actually began in the 1980s when Dale Earnhardt drove the legendary yellow-and-blue "Wrangler® Jean Machine."

"My dad taught me a lot about racing, determination and loyalty, and he is a big reason why we value the partnership with Wrangler so much," Earnhardt Jr. said. "My family has built a great legacy with Wrangler over the last three decades, and it means a lot to be able to carry on that tradition."

Today, the tradition continues with the Wrangler® brand as the official jean of Dale Earnhardt Jr. once again.

"The Earnhardts are a part of our family," said Craig Errington, Vice President of Wrangler® Marketing.  "It's nostalgic to make this announcement as we head into Daytona.  This race is so meaningful for NASCAR fans and obviously very significant for the Earnhardts. We wish Dale the best of luck this weekend, and we're looking forward to cheering him on throughout the season."

Designed to increase consumer awareness and knowledge of the brand, the partnership will once again feature Earnhardt Jr. in Wrangler® advertisements, in-store signage, product ticketing and consumer promotions. The Wrangler Jeans Co.^TM line is available across the United States at value-minded retailers like Walmart, Kmart and Target, and offers consumers top quality men's clothing priced right at less than $20.  For more information, visit www.wrangler.com.