Thursday, May 15, 2014
Warner Bros. Consumer Products (WBCP), in conjunction with DC Entertainment, has joined forces with Hendrick Motorsports in a three-year agreement to build on- and off-track programs teaming star NASCAR drivers Kasey Kahne, Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. with the most recognized characters in Super Hero lore, including Batman, Superman, The Flash and Green Lantern.
The program will allow the team and its partners to develop consumer promotions and original content to engage youth, drive fan excitement and energize licensed merchandise initiatives.
The first joint program will come to life around upcoming Sprint Cup Series events at Charlotte Motor Speedway (May 25) and Michigan International Speedway (June 15) where Superman, the world’s first and most recognized Super Hero, will be featured on Earnhardt’s No. 88 Chevrolet SS.
The Superman-themed paint scheme will pair the Army National Guard with the Superman Hall of Heroes, a new online gift-giving portal that empowers consumers to honor their personal heroes; those who have made a positive impact on their lives or the lives of others. Earnhardt's No. 88 National Guard/Superman Chevrolet SS paint scheme will be unveiled May 21.
Future collaborations include co-developed car paint schemes, comic books and digital content incorporating DC Comics Super Heroes and illustrated likenesses of Hendrick Motorsports drivers.