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Warner Bros./DC Entertainment join forces with Hendrick (UPDATED)

May 15, 2014, 10:55 AM EST

Both Dale Earnhardt Jr. and Jimmie Johnson released new “Superhero” illustrated Twitter avatars, rather than their standard ones, Thursday morning.

Here’s what they both look like now.

Dale Jr. gave another tease when someone brought DC Comics into the mix.

For Dale Jr., the avatar wasn’t the only change.

His Twitter bio now reads: “Retired dealership service mechanic. Former backup fullback for the Mooresville Blue Devils varsity soccer team. Aspiring competition BBQ Pitmaster.”

But beyond that, the tease did build up to an announcement that comics and Hendrick Motorsports are coming together.

Warner Bros. Consumer Products (WBCP), in conjunction with DC Entertainment (DCE), Hendrick in a three-year agreement that 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 partnership will see on and off-track programs featuring Earnhardt, Johnson, Jeff Gordon and Kasey Kahne, along with characters such as Batman, Superman, The Flash and The Green Lantern. Potential programs include co-developed car paint schemes, comic books and digital content incorporating DC Comics Super Heroes and illustrated likenesses of Hendrick Motorsports drivers.

“Working with Warner Bros. Consumer Products and DC Entertainment will make for an innovative and impactful partnership,” Rick Hendrick, Hendrick Motorsports team owner, said in a release. “Adding value to sponsor relationships, developing an even stronger retail licensing platform and engaging with young people are high priorities for us. This collaboration will generate many opportunities in those areas.”

Here’s a full-size shot of the DC Entertainment picture unveil:

source:

Photo via Hendrick Motorsports

  1. indycarseries500 - May 15, 2014 at 10:35 AM

    You’d think DC would have more creativity than to just ink over existing promo shots, but a cool promotion nonetheless.

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