The man who made #8 the most recognizable number in racing, will now try to repeat that marketing success with a new number. What’s the easiest way? Just double the 8 to make #88. “I was trying to do good by my fans,” Earnhardt said with a smile. “With this number, they should be twice as happy.”

Yesterday, Dale Earnhardt Junior reeached agreements with new sponsors and a new racing number. He’ll now be sponsored by PepsiCo’s Mountain Dew and Amp energy drink. You can see a picture of the car in this post. It will have a green tint to represent Amp. “It’s basic and clean-looking, and we painted the back deck flat black in honor of the Corvette that I drove with my dad” in an endurance race, Junior said.

Of course all this won’t be important unless Junior starts winning some races. He’s been a disappointment in the standings for the last few years now. Hendricks will make their marketing dollars, but they also want to win championships. Lets hope this fresh start will help propel Earnhardt into the winner’s circle.