Kevin Harvick, NASCAR's 2001 Rookie of the Year, will be endorsing a new line of sneakers from Lugz. Harvick acknowledges that the sneaker deal is something you'd expect to see out of Michael Jordan or Shaquille O'Neal - not a race car driver.

But NASCAR drivers are crossing over into mainstream endorsement deals. Dale Earnhardt, Jr., is the new face behind Drakkar cologne and Rusty Wallace has an endorsement deal with Callaway golf clubs.