Through a partnership with the Indianapolis Motor Speedway, Red Bull and Beam Helmet Designs, Reed will be sporting a custom painted IMS themed helmet for the 2010 Brickyard 400. This helmet will be auctioned off via eBay to one lucky fan; with all proceeds going to the American Red Cross to support efforts in cleaning-up the oil spill on the Gulf Coast. Both Sorenson and Mari Hulman George will autograph the helmet for the auction winner.
http://blog.indianapolismotorspeedway.com/2010/07/21/sorensons-brickyard-400-helmet-to-be-auctioned-for-charity/