NASCAR has announced a fresh brand partnership, with a legend of the sport and his family lending a hand.
As part of the sport's continued efforts to connect with younger fans in addition to its tradition audience, NASCAR has partnered with Justice, which describes itself as the 'leading tween clothing brand'.
Giving the collaboration some clout is the involvement of seven-time Cup Series champion Jimmie Johnson, who was involved in the partnership – and whose daughters are serving as the faces of the new clothing collection.
Megan Malayter, vice president of licensing and consumer products at NASCAR, said of the partnership in a statement: "At NASCAR, we're focused on creating meaningful connections with the next generation of fans."
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She continued: "This collaboration with Justice allows us to engage girls and families in a fun, authentic way that brings together fashion, sport, and community."
Justice's VP of marketing Elizabeth McCusker added: "The NASCAR x Justice collection encourages tweens to embrace the confidence that comes with celebrating what they love, while offering guardians accessible, age-appropriate styles they can feel good about.
"This collaboration reflects the growing influence of fandom-driven fashion and the exciting way iconic brands can connect across generations."
While his daughters are fronting a national campaign, two-time Daytona 500 winner Johnson is getting ready for another run at the Great American Race next month, having received the Open Exemption Provisional spot in the race, expanding the field to 41 cars and meaning he won't have to qualify for a place.
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