NASCAR’s Merchandise Makeover: NASCAR’s fan gear is getting a serious overhaul. Gone (for the most part) are the days when dozens of tractor-trailers lined pit road as roaming stores. Today, the sport’s merchandise model leans heavily on e-commerce, limited-edition drops and creative collaborations. While traditional sales points at tracks still move serious product, teams and sanctioning body officials say fans are increasingly embracing digital and lifestyle-driven offerings.
As Megan Malayter – NASCAR’s managing director of licensing and consumer products – puts it, partnerships with unconventional brands give fans “a fun, functional way to put their passion on display like never before”. Below, we break down how NASCAR’s retail strategy has shifted in 2024–2025, and how teams and fans alike are adapting to the new road ahead.
From Haulers and Tents to Digital Showrooms
In the mid‑2010s, NASCAR replaced the old merch haulers with a centralized “big tent” run by Fanatics, aiming to modernize in-venue sales. That setup lasted only a few years; Fanatics quietly phased out the tent model by 2019 and returned to sharing a mix of hauler and smaller footprint sales points. Even so, trackside merchandise remains popular – in 2023, combined NASCAR and driver sales at races jumped nearly 27% year-over-year, the highest total since 2015. In other words, fans still want swag on race day.
However, the bulk of growth is online. Fanatics still operates NASCAR’s flagship e-commerce shop, and NASCARShop.com continues to expand. Teams have likewise beefed up their digital stores: Hendrick Motorsports, Joe Gibbs Racing, Team Penske and others each offer full online catalogs of caps, shirts and die-casts. And social media-fueled “drops” (limited runs announced on Instagram or X) are now commonplace.
As one recent NASCAR release noted, these brand tie-ins and drops create buzz “both at the track and beyond”. In practice, a fan can now order the latest throwback jacket or driver hat on their phone weeks before a race – or snag exclusive race-weekend gear at special pop-up shops (for example, Clark Street Sports stores at the Chicago Street Race in 2024).
Despite the shift, NASCAR officials emphasize that track sales are not going away. Legends Global Merchandise – NASCAR’s official track provider – runs “Pit Stop” stores at key races (an 82×82-foot tent and several trailers, in Chicago) along with dozens of smaller vendor carts.
The presence of local trailers and pop-ups has returned: veteran fans rejoiced when souvenir haulers reappeared at select events in 2024 after being absent for years (NASCAR even tweaked its model to mix trailers and infield shops at some venues). But whether on-site or online, one thing is clear: NASCAR wants its merch in as many hands (and inboxes) as possible.
E-Commerce and Exclusive Drops Lead the Charge
A major driver of NASCAR’s retail evolution is the newfound strategy of “drops” and online exclusives. Brands partner with NASCAR to release limited-edition apparel on a schedule – often announced via social media influencers or emailing reward members. For example, the sports lifestyle brand ’47 signed a 2024 licensing deal to produce premium headwear and apparel for all NASCAR teams.
Dominic Farrell, ’47’s president, said the partnership will bring “premium quality and designs to the passionate NASCAR community”. True to form, ’47 kicked off its series of style drops at the 2024 Daytona 500 and made the gear available immediately on its website (and even trackside, at a special tent).
NASCAR’s official shop also experiments with limited runs. In early 2024 the sanctioning body teamed up with Crocs for a first-ever NASCAR clogs collection. The drop featured adult and kids “NASCAR Clogs” with checkered-flag strap designs and exclusive 3D Jibbitz™ charms – even LED lights on the heels – making them a novelty item for fans. Malayter trumpeted the move as a way to meet “new consumers and potential fans where they are”. The Crocs collection launched via an app pre-sale before rolling out to retailers in February 2024.
Likewise, team shops and driver brands are embracing online strategy. Many Cup teams co-brand with streetwear labels or sports brands. (For instance, 23XI Racing’s online store now features Tyler Reddick hoodies by Columbia and caps by ’47.)
Some drivers’ families have launched pop-up tours: Samantha Busch’s apparel line hits race weekends with temporary stores, and other drivers promote Instagram-exclusive items. In short, teams are no longer passive about merch – they actively curate online portfolios and event pop-ups to keep up with fan demand.
Licensing Partnerships Fuel Variety
NASCAR’s licensing arm has never been busier. In addition to traditional sportswear partners, the sport has struck deals with fashion labels, entertainers and lifestyle brands to diversify offerings. Highlights from 2024–2025 include:
-
’47 (Apparel/Headwear) – Expanded its NASCAR Team Properties license in 2024. The brand’s launch collection (caps, jackets, etc.) is sold on 47Brand.com and at flagship events.
-
Lululemon (Activewear) – For the 2024 Chicago Street Race, NASCAR arranged a limited-edition Lululemon line. Over 200 pieces (tank tops, T-shirts, leggings, etc.) featuring Chicago/NASCAR designs were produced – the first time Lululemon gear ever appeared at a NASCAR event.
-
Crocs (Footwear) – Rolled out adult and kids clogs with LED-illuminated Jibbitz in early 2024. Malayter called it “a new fusion of speed and style” to capture fans’ attention.
-
Girl Tribe Co. (Women’s Lifestyle) – In March 2025 NASCAR announced a collab with Charlotte-based Girl Tribe Co., debuting a nine-piece line of fashionable race-inspired apparel for women. Malayter praised this “innovative collection” aimed at empowering female fans, and co-founder Sarah Baucom noted that NASCAR-themed “cute outfits” are a social-media staple at the track. The Girl Tribe x NASCAR collection launched in local boutiques and online platforms (NASCARShop.com and GirlTribeCo.com).
-
Urban & Entertainment Tie-Ins – Beyond consumer brands, NASCAR has aligned with music and gaming. Recent limited-edition merch included partnerships with rapper Curren$y, country star Luke Combs and even New Orleans Saints running back Alvin Kamara. Esports organization FaZe Clan and novelty brands like BarkBox have also co-created items to appeal to younger or nontraditional NASCAR fans.
Each new partnership brings fresh designs and marketing hooks. For example, the Chicago race also featured co-branded T-shirts celebrating Chicago’s racing history (collaborating with local urban historians and team logos like the Cubs and Blackhawks). These crossovers help NASCAR merchandise tap into broader “street culture” trends – an intentional strategy under Malayter’s license-driven leadership.
Teams Shift Gears on Merch Strategy
NASCAR teams themselves are retooling. In the past, each team was often locked into legacy deals with merch companies (leading to the old tractor-trailer model). Now, more teams are looking to grab a larger slice of the action. Some notable trends:
-
E-commerce Focus: Teams ensure their drivers’ merchandise is sold directly online. Multi-car teams often share trailers (JGR or RFK driver gear is found in one hauler), but fans can order team gear online at any time. For example, Team Penske and Roush Ford each maintain online stores and frequently announce limited drops (e.g. throwback shirts on anniversaries).
-
Brand Alignment: Several teams have signed on with new licensees. The ‘47 deal covers all 10 charter teams’ logos, but teams can also sign their deals. Michael Jordan Motorsports 23XI’s logo appears on ’47 hats and Columbia jackets, while Hendrick Motorsports co-branded a line with New Era this season.
-
Special Events & Pop-Ups: At marquee events like the All-Star Race, teams sometimes open mini pop-up shops on site, stocked with unique “race event” merchandise (like throwback cars and commemorative hoodies). Even if Fanatics runs the main tent, teams are getting permission to sell their limited-run items through these channels.
In short, teams are no longer content to let merch revenue trickle through big middlemen. With NASCAR’s licensing platform expanding, teams work directly with partners to offer gear that appeals to their fanbases – whether that means premium golf polos, youth jersey lines, or trendy streetwear collabs.
Fan Trends: Style Over Tradition
What’s behind all this change? Fan tastes have evolved. The core NASCAR demographic remains older and loyal, but younger fans (and women) increasingly define the culture through social media. Sarah Baucom of Girl Tribe Co. puts it simply: “Social media has helped women curate cute outfits to cheer on their favorite driver,” so the industry “eager to bring more options for officially licensed women’s NASCAR apparel to the market”.
NASCAR’s licensing team has noticed that 21st-century fans crave collaborations with lifestyle brands they already love – whether that’s surf/skate brands (Hurley has dropped NASCAR boards & shirts) or even dog-lover brands (BarkBox ran a NASCAR crate-themed campaign).
Fans also expect convenience and novelty. Limited-edition “drops” create urgency: when NASCAR announced an F1 movie T-shirt tie-in or a Brad Pitt-sponsored EV project, fans could jump online to cop them. The end goal is to make NASCAR merch not just relics of past drivers, but part of current fashion trends. As Malayter said of the ’47 partnership, the brand’s “iconic silhouettes” are “go-to styles for many” fans. In other words, NASCAR gear is now designed to look cool on the street, not just in the grandstands.
The result has been encouraging. Licensing deals and retailer placements have put NASCAR items in over 25 new retail outlets (even department stores and specialty boutiques). At the same time, sales per-fan (per-capita) are rising: SBJ reported a nearly 12% per-cap increase in track sales in 2023. This suggests that while the format has changed, the appetite for hats, tees and die-casts remains strong – perhaps stronger, given all the new channels.
News in Brief: NASCAR’s Merchandise Makeover
NASCAR’s merchandise operations have zoomed into the digital age. Teams and NASCAR Retail executives agree that a hybrid approach is the future: physical haulers and tents at races will coexist with slick e-commerce shops and flashier pop-up collections. By securing innovative license partnerships (Crocs, Lululemon, Girl Tribe) and empowering teams to sell more online, NASCAR aims to meet fans where they are – whether that’s at a Gragham-Passey booth or on an Amazon cart.
“We believe [the ’47] heritage of creating best-in-class headwear…is a perfect match for the high expectations of the NASCAR fan,” said ’47’s Dominic Farrell. Today’s fan, it seems, has high expectations indeed – and NASCAR is shifting gears to deliver on them.
ALSO READ: Casey Mears’ Martinsville Performance as He Plots His Next NASCAR Start
