Smile, You're A Winner!

Whether he's taking home Winston Cups or pitching toothpaste, Jeff Gordon is helping drive stock-car racing to the top

When Jeff Gordon won the Coca-Cola 600 last month, he celebrated with a liter of Pepsi, his new soft-drink sponsor. It was only fair. He won the Pepsi 400 while representing Coke. The two cola giants went wheel to wheel to roll up Gordon's endorsement, one measure of the man's crossover status as a national marketing icon. With two Winston Cup stock-car championships in the past three seasons, the California-born, Indiana-honed speed merchant is one of the hottest athletes in an even hotter sport.

Along with winning his second straight Coca-Cola 600, which now rivals the previously unassailable Indy 500...

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