The Daytona 500 is fixin’ to get started right about now (2 Eastern, and, um, 3:30 in Newfoundland), but it appears one of the biggest stories is off the track. Yes, Dale Jr. has a new line of merchandise that has fans all atwitter.

The iPhone of NASCAR?

Well, a shirt can’t tell me where the best adult bookstore in Detroit is, or play my favorite Spice Girls b-sides, but I guess if people want to be excited that’s up to them.

From the AP:

“Welcome to Juniorpalooza, a celebration of NASCAR’s most popular driver that’s sure to put cash registers in high gear. Friday morning marked the formal launch of Earnhardt’s new signature line of clothing from sportswear manufacturer adidas, combining Junior’s sense of style with adidas’ familiar three-stripe pattern.

“Earnhardt is only the fourth athlete to receive his own personal line with adidas, joining David Beckham, the NFL’s Reggie Bush and the NBA’s Tracy McGrady. Judging by the scene outside the Sports Authority store across the street from Daytona International Speedway on Friday, the new clothing line could become the racing equivalent to Apple’s iPhone or Nintendo’s Wii. ‘Well, it’s more important to me, because I don’t have either of those,” said 23-year-old Forsythe.’“

For those looking for a more traditional preview of the race, you can check it out right here. For those whose only exposure to auto racing is via Danica Patrick’s bare flesh, might I point you here. Do enjoy either way.