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New Dale Jr. merchandise flying off shelves; not available at-track until '08

Updated: September 21, 2007, 5:21 PM ET
By Marty Smith | ESPN.com

DOVER, Del. -- When Dale Earnhardt Jr. cracked the tab on that first AMP Energy drink Wednesday in Dallas, traditional retail stores such as Wal-Mart and K-Mart gobbled up 160,000 t-shirts.

Gold mine.

"Right off the gun," said Joe Mattes, JR Motorsports VP of licensing. "That's a lot for this sport."

And Mattes would know. He used to run Dale Earnhardt's merchandising empire.

In all, 200,000 Dale Jr. No. 88 t-shirts have been ordered for sale.

"It makes sense," Mattes ...

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