Goodyear Tire & Rubber Co.’s new advertising will feature Dale Earnhardt Jr. choosing Goodyear tires on and off the track in a series of broadcast, digital and print ads.

“We’ve already had a relationship due to the confidence that I have in Goodyear tires on the track with the 88 car and on the street with my own personal car,” says Earnhardt Jr. “There’s a huge trust factor that we’ve had for a really long time, so this feels like a continuation of something that has been going on for a while.”

Earnhardt Jr., NASCAR’s most popular driver 13 years running and one of America’s favorite athletes, has accomplished his significant racing achievements on Goodyear tires including his first NASCAR Sprint Cup victory in 2000 and Daytona 500 victories in 2004 and 2014.

Earnhardt offered his perspective on the upcoming Daytona 500 and his new Goodyear commercial in a Feb. 17 press conference: http://kefmediastream.com/embed/dalejr/dalejr_web_gy.html

The company says the creative materials draw on Earnhardt Jr.’s deep personal connection with the Goodyear brand. In the television spot, through a heartfelt message about hard work, tradition and pride, Earnhardt Jr. highlights the tenets of Goodyear’s involvement in NASCAR – the continuous learning that is achieved through all of the drivers and the ability to deliver superior performing tires both on and off the track.

Goodyear says it will amplify the creative with a robust media plan and social media support.

“We are pleased to work with one of the premier experts in the sport to showcase Goodyear in a compelling and engaging way,” says Seth Klugherz, Goodyear’s director of marketing. “Dale Jr. is a true icon and superior brand ambassador.”