• Loading stock data...
Thursday, September 18, 2025

Jordan’s ‘Bright’ Future With NASCAR

  • 23XI Racing’s first merch release sold out within five minutes.
  • The Jordan brand has yet to officially work with 23XI, but it may only be a matter of time.
Air Jordan, 23XI Racing/Design: Alex Brooks

Michael Jordan could change the course of motorsports. 

The six-time NBA champion and three-time Daytona 500 winner Denny Hamlin teamed up in 2020 to launch 23XI Racing, which competes in the NASCAR Cup Series. Bubba Wallace, the only Black driver in NASCAR, is the behind the wheel.

Wallace has yet to produce a win on the track, but his racing team’s apparel is already a hot commodity. 

In December, 23XI’s first merch release sold out within five minutes, recalling flashes of the frenzy that led the Air Jordan I to more than $100 million in sales its first year on the market. The Jordan brand has made MJ $1.3 billion since he signed with parent company Nike in 1984.

“The future for them is just stunningly bright,” NASCAR managing director of consumer products Paul Sparrow said to GQ about 23XI.

If the racing team continues to see success with its apparel, it could very well end up competing more directly with Puma in the category. The German sportswear brand, a leader in motorsports fashion, welcomes it.

“The bigger awareness the general public has of motorsports, the better it is for all of us,” PUMA’s head of business unit marketing motorsport Anja Egger told GQ. 

The Jordan brand has yet to officially work with 23XI, but it may only be a matter of time.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

MLB, NBC Leaders Say Broadcast TV Still Matters in Streaming Era

The network and league tout the forthcoming rights deal.
Nov 9, 2024; Avondale, Arizona, USA; 23XI Racing team owner Michael Jordan during qualifying for the Cup Series championship race at Phoenix Raceway.

Jordan Can’t Bar Charter Sales Because NASCAR Agreed Not to Sell Charters

The contentious antitrust suit is slated to go to trial this December.
Michael Jordan

Texts From Michael Jordan, NASCAR Bosses Aired Out in Court: ‘I Have..

Jordan said he plans on “going down with fire” against NASCAR.
Puma headquarters in Herzogenaurach, Germany

Puma Up for Grabs As Largest Shareholder Considers Exit

Reports say the company could be up for sale. Experts aren’t surprised.

Featured Today

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.

‘We Have Pricing Power’: On Smashes Earnings Expectations

U.S. tariffs haven’t cooled demand for On’s high-priced sneakers and apparel.
Happy Gilmore 2 hockey stick putter
July 21, 2025

Callaway’s $500 ‘Happy Gilmore’ Putter Booming on Resale Market

Callaway released a limited-edition Odyssey-branded hockey stick putter.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
A Lululemon store at Freehold Raceway Mall in Freehold Township, New Jersey on Nov. 30, 2023
July 2, 2025

Sportswear Stocks Rise as Trump Touts Vietnam Trade Deal

Tariffs on Vietnam imports will be 20%, down from a prior threat of 46%.
From vintage to unique collaborations, various Nike and Jordan shoes are displayed on a wall at Saved Soles inside West Ridge Mall.
June 26, 2025

Nike Stumbles Less Than Expected, Giving Wall Street Hope

The sports apparel and footwear giant beats Wall Street expectations.
Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.
June 25, 2025

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”
Jun 15, 2025; Oakmont, Pennsylvania, USA; JJ Spaun putts on the 18th green to win during the final round of the U.S. Open golf tournament.
June 16, 2025

‘Pandemonium’: Putter Maker Sees Sales Surge After JJ Spaun’s U.S. Open Win

The company behind Spaun’s putter is already in talks with his people.