Realtree.com

NASCAR '08: The Great American Race

By Christa Turner

Realtree Outdoors owner Bill Jordan leans closer, looking at the car design on the computer screen, carefully scrutinizing the placement, style and color of the logos designer Justin Selway is adjusting.

"White pops off the car," Jordan said. "That red will get lost in the black background."

The key, after all, is for the logo to be highly visible for the television cameras at Daytona International Speedway, and although Jordan is firmly entrenched in the camouflage business, he knows his racing, as well.

NASCAR holds a special spot in Jordan's heart, and it's that association that has helped him grow his business "beyond his wildest dreams." It didn't take Jordan long to realize that NASCAR fans comprise many of the same consumers that have made his business the leader in the camouflage industry.

"That is our consumer," Jordan said. "The nice thing about camo is it's kind of a fashion thing. Even if you're not an outdoorsman or hunter, it's become a fashionable thing."

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