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Related Sites: · Scott's Spotlight blog: Jimmie Johnson · Jimmie Johnson Foundation · Jimmie Johnson Foundation: Upcoming Events Photo courtesy of Team Lowe's Racing Media Access Website

Gone are the days of the good old boys. NASCAR drivers are mainstream superstars whose popularity extends beyond the track. Two-time defending champion Jimmie Johnson leads the pack of NASCAR’s famous faces.

Johnson credits NASCAR’s popularity to the sport’s dedicated fan base. “The interest is out there, and I really put that in the fans' hands,” he tells me during a conference call. “The fact that they're noticing [us] is what takes [our popularity] to the next level.”

The spotlight the fans place on Johnson is a sure sign that his accolades merit attention. In only seven years on the circuit, Johnson has claimed 2 championships, 35 victories and 20 poles. His work away from NASCAR’s famed speedways seems just as impressive.

When Johnson’s not tearing up the track, he devotes time to his foundation. According to the mission statement on its Web site, the Jimmie Johnson Foundation endeavors to help “children, families and communities in need throughout the United States.”

In support of that mission, during the August Sprint Cup race at the Auto Club Speedway in California, Johnson’s helmet will feature various charities for his Helmet of Hope initiative. The Nationwide Foundation, Alex's Lemonade Stand Foundation and Breakthrough Manchester are just a few of the featured charities. Fans can bid on the helmet on eBay starting on Saturday, Aug. 16 at 11:30 p.m. EST.

The end of August also marks the foundation’s annual golf tournament and dinner auction. Gavin DeGraw performed at last year’s dinner auction, and Nick Lachey participated in the golf outing. Johnson promises that more famous faces will be on hand this year. “There are different athletes from the San Diego area and different friends that are coming down from L.A.,” he says.

The morning of the dinner auction, Johnson and his wife Chandra will help construct one of four Habitat for Humanity homes being built by proceeds from the foundation’s golf tournaments. According to Johnson, from the building project to the auction to the tournament, the overall end result makes the preparation and hard work worthwhile. “I get nervous as we get closer to the event,” he says. “Then, when the event is done and behind us, I'm certainly excited and amazed by [what’s taken] place.”

Aside from lending a hand in the community, Johnson also maintains a strong presence in the commercial sector. He says he recognizes that when it comes to corporate partnerships, quality trumps quantity. Yet, he also understands the value of spreading his image throughout the marketplace. “There is a balance there where you need to have some exposure and show your worth as you're developing your brand and building your reputation and your image,” he remarks. “You've got to be out there working, but there is a crossover point where those smaller deals can actually hurt you. That's the balance that any athlete, celebrity, movie star [or] musician [must find].”

Earlier this year, this reigning NASCAR champion inked a deal with Creative Artists Agency that he describes as “an effort to get the high-profile partners.” “Our phone rings a lot at our office,” Johnson says. “There are a lot of companies that want to be involved. But we're hopeful with [CAA’s] influence and connections and their reputation that we can put together some really good branding, some solid top-flight deals. That's really the goal.”

Johnson’s image already appears to be in high demand. He’s been featured in countless advertisements, and according to Forbes magazine, he earned an estimated $23 million last year.

For anyone still not convinced that Johnson is a mainstream icon, consider this: According to IMDb, he’s appeared on “Live with Regis and Kelly” more times than "Talladega Nights" funny man Will Ferrell. Take that Ricky Bobby!