In case you’ve been living under a rock — which by the way, we wouldn’t blame you with the overwhelming news circuit — in 2020, Michael Jordan launched racing organization, 23XI Racing, as a tribute to his No. 23 jersey number. The organization competes in the NASCAR Cup Series and has recently signed Bubba Wallace, NASCAR’s only Black driver.
Ever since the announcement of the new team, Jordan fans have been eager to get their hands on product and in December 2020, they got their wish. The Twitter account announced it’s first batch of shirts and hoodies and were sold out of merch within five minutes. “The future for them is stunningly bright,” Paul Sparrow, NASCAR’s managing director of consumer products said in a press release.
We couldn’t agree more. After his stance on social activism, Wallace put NASCAR on the map in the Black community and with the help of the man behind the greatest sneaker line ever, the racing organization is sure to succeed. Although the Jordan Brand has yet to confirm their role in the partnership, we can’t wait to see what fashionable merchandise comes out from the team. Since branching out of solely basketball, the Jordan Brand has experimented with golf and soccer, why not NASCAR next?
NASCAR, traditionally known as white male territory, is in for a whole new community of people on both coasts. Jordan and Wallace could be one of the puzzle pieces the mega corporation needs to change their image and reach a wider host of people.
“The new fans that are coming to the sport give us an entirely different point of view when it comes to products, almost like a blank check to go out and develop new things that maybe the sport wasn’t focused on,” Sparrow continued. “The 2021 season…is giving us the freedom to go and do things that we normally wouldn’t have done, and fashion apparel is going to be right up at the front of it.”
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