Superstore offers fans 'Customize Your Gear'

NASCAR.COM, the official online destination of NASCAR, on Wednesday announced the launch of an exclusive new online shopping feature that allows fans to customize select apparel items available within the NASCAR.COM Superstore. The innovative customization tool provides race fans the option to tailor the products they select from the Superstore with special images, such as the car number, signature, sponsor logos and more, representing a number of Sprint Cup Series drivers. With more than 15,000 officially licensed NASCAR products, the Superstore boasts the largest selection of NASCAR merchandise available on the Internet.

Fans can customize a variety of merchandise from drivers representing top racing teams!

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"Every fan has a designer in them and wants to emulate their favorite team or driver," said Mike Denton, NASCAR.COM director of e-commerce. "This tool allows them to think it, make it and call it their own with their own unique custom garment that they personally created."

The new customization feature, powered by GSI Commerce, Inc., offers a selection of images representing the NASCAR brand and seven top drivers to include on the items they select for purchase. Images, including driver numbers, signatures, sponsors and car images, can be immediately emblazoned on popular items from the Superstore, including shirts and sweatshirts with many new items for men, women and kids to come.

Customization starts at a base price of $19.99 and allows fans to add a variety of images per item from drivers representing top racing teams including Dale Earnhardt Jr., Kasey Kahne, Richard Petty, Kyle Petty, Elliott Sadler and Patrick Carpentier. From an all green shirt customized with the number 88 on the chest, a Dale Earnhardt Jr. signature on the back and NASCAR logos on the sleeves, to a red fleece showcasing an image of the No. 9 car on the front and back, the creative options are endless for fans to display both their creativity and passion for the sport. (Sample customized item)

"The NASCAR Superstore has been the one-stop shopping experience for our fans to support their favorite drivers by purchasing from the widest assortment of products available," said Blake Davidson, managing director, licensed products, NASCAR. "With this new customization tool, fans are provided a great opportunity to customize a wide variety of items and declare their allegiance and passion for their driver and sport. The NASCAR.COM Superstore continues to add great features for the fans."

"GSI is excited to bring this new customization and personalization tool to the NASCAR fan through the NASCAR.com Superstore," said Stephen Bontempo, GSI Commerce vice president of e-commerce. Now fans can create their own driver apparel 'on demand.' It's also a great way for the fan to get products for drivers that may not be widely supported in traditional retail."