A look at NASCAR's 'Rock Stars'
by DON HAWK, as told to LEE SPENCER, Special to FOXSports.com
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After that, Hawk enjoyed a tenure with NASCAR, working in various divisions before settling in as director of regional racing development. Now, he is currently VP of special projects for Speedway Motorsports Inc. With his vast experience in souvenirs and collectibles, he was chosen to represent SMI on the board of directors of Motorsports Authentics.
Below is his analysis of today's top stars, as well as those who could be approaching monumental heights.
To be in the top five and the wild card, you need to have a "wow" factor — something that makes the people remember you. Simon Cowell is right on "American Idol" when he says "20 minutes or 20 days from now, nobody will remember what you just sang," but it doesn't apply if you are part of this exclusive crew, or if you want to become a member.
Dale Earnhardt Jr.
A franchise athlete, Junior is an on-and-off-the-track success story, a marketing phenom who has the whole package. He has persona, popularity (the Jr. Nation) and performance that appeals to main street America — despite his winless point-race streak, which reached two years after Talladega. Junior is always a major story and a major player in the race. His recent top fives and top 10s, as well as his current position in the championship, make all take notice.
Jeff Gordon
A franchise athlete as well, Gordon is more Wall Street than Main Street, but that's OK — NASCAR needs both. He's an intelligent driver with talent to drive from NASCAR to Formula One, an engineer not by degree but by the seat of his driving suit and a very successful marketing story that transcends the normal sponsorship and endorsement mold. The driver of the No. 24 Hendrick Motorsports Chevrolet has the whole package: persona (albeit not for everyone), popularity, and he's a threat to win on any kind of track.
Tony Stewart
Smoke has a much-needed edge — definitely a positive for the sport — as he says what he thinks, is a throwback in persona and attitude yet is absolutely a performer like Gordon. Stewart's a threat on any track. He was a fence climber when the sport needed something other than a victory lap, and a spokesman on tough subjects when the rest of the garage may be thinking, "Wow, why didn't he bite his tongue?" Stewart is more generous than what is seen on camera with charities like Victory Junction Gang Camp and countless others. During his negotiation for a new contract or possibly a new suitor, do not confuse the off-track distraction as having any impact on his ability to win and drive hard — he knows nothing else.
Jimmie Johnson
Like his Hendrick Motorsports mentor Jeff Gordon, Johnson is another athlete that is more Wall St. than Main St. Johnson is clean cut, well spoken, good for the sport, good for the sponsors, has his own quiet-style persona, and performs at a very high and intense level. His popularity hangs in the balance of old NASCAR vs. new NASCAR. Dale Earnhardt helped Gordon with that transition in the '90s, and Jimmie must earn it on his own — and he will.
Carl Edwards
A breath of fresh air, Edwards drives hard, works hard, plays hard. He started handing out business cards at Lowe's Motor Speedway that just said "Driver" with his name and phone number. He worked hard to get here and he certainly proves he belongs. The performance and persona is there, allowing his popularity to grow. That said, he may do well to be free from the Roush Fenway Racing umbrella to be more himself. Like the Sheryl Crow song, I think "a change would do him good."
The Wild Card — Kyle Busch
"Wild Thing" has a persona that needs adjusting now and again, but thank goodness he has it. Busch has strong performances and perhaps does not know just how good he can be yet. But I think JD and Joe Gibbs would call him a blue chipper. He is the sleeper in the Sprint Cup Series garage this season — we expected the other five to win and contend for a championship. Some think it is too much too soon for Kyle, but I wouldn't bet against him. We need his "up on the wheel," wide-open style on and off the track. His popularity, which is already on the rise dramatically, will come around big time in the future.
Honorable Mentions
Two drivers who have the much-needed and appreciated attitude, persona, performance and impact on the sport but are not quite there on the "rock star" level are Richard Childress Racing's Kevin Harvick and Jeff Burton. Both are often underrated and under respected, but both perform. Heck, Burton is the championship points leader, yet there is not a lot of chatter about it, but that's his style. Kevin is also passionate about on- and off-the-track issues and image, offering a much-needed perspective in the garage.
Another driver who may be on the verge is Kasey Kahne. He has got to get the persona, performance and popularity all on the same page and just break out of the shell and climb a fence or do a back flip or turn someone around — anything to give him that "wow" factor.
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