Dale Earnhardt Inc.

March 10, 2010

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This was a fun one.

In the world of NASCAR history, no name is bigger. No legend is greater. No fans are more passionate.

We were tasked with rebranding a true icon: the late Dale Earnhardt and the company that was his legacy.

We met with their people: including the Earnhardt family. We did a survey of their incredibly robust list of fans. What we found was not a business. It was a passion – and a movement.

We were able to help express this through new materials, a new website, and a new approach to marketing for them: empowering their fans to carry the torch on their behalf in a way that honored. Never exploited.

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“The team at Phire approached our project from the roots and developed a brand plan that was objective and on the mark as we worked together to re-position one of America’s great icons. My best advice to a potential new client is to open up and engage in the brand audit process. Then roll up your sleeves, get ready to work hard and prepare for your new or existing brand to catch Phire.”

-Jeff Steiner, Executive V.P., Dale Earnhardt Inc.