Jeff Gordon and Amazon aim to revive NASCAR, working together on new projects meant to recapture the sport’s iconic excitement and bring it to a fresh, worldwide audience. Their partnership comes as NASCAR seeks to rebuild the cultural powerhouse status it enjoyed during Gordon’s career, especially in the 1990s and 2000s.
Longtime fans remember Jeff Gordon speeding around the track with the confidence and coolness often compared to celebrities like Tom Cruise in “Top Gun”, piloting the unmistakable rainbow-colored No. 24 car. Gordon’s career helped make NASCAR a familiar name in American households, with his bold rivalry with Dale Earnhardt Sr. shaping the sport’s direction throughout its most glamorous era.
Back then, NASCAR’s appeal reached far beyond the racing world. Gordon didn’t just collect victories—he fundamentally broadened the sport’s appeal. Originally seen as a largely regional event, NASCAR became the focus of national attention, thanks to Gordon’s marketable image and his clashes with spirited rivals. His presence graced magazine covers, television programs, and even the stage of “Saturday Night Live” in 2003, showing how NASCAR could find a place within mainstream pop culture.
His DuPont-sponsored gear, especially the signature rainbow design, was everywhere—kids wore it at racetracks, teens sported it in cities and rural towns, and celebrities wanted a slice of the action. Merchandising soared, as collectors snapped up diecast models and limited-edition hats. Gordon’s rivalry with Dale Earnhardt Sr. made televised races must-watch events, helping the sport hit its golden peak of popularity. While Gordon is no longer competing behind the wheel, he remains heavily invested in NASCAR’s future as vice chairman of Hendrick Motorsports, and now he’s bringing in a heavyweight partner—Amazon, the global $2 trillion streaming powerhouse.
Charting a New Path: How Partnerships and Storytelling Are Shaping NASCAR’s Revival
Speaking during the premiere of the Earnhardt docuseries, produced with Dirty Mo Media, Jeff Gordon expressed pride and surprise at the enduring appeal of his merchandise and the image he built during his prime.
“It’s amazing. The fact that it keeps you relevant in today’s world, I mean, and of course who doesn’t want to be a cool dad. So that definitely gives me a lot of points in that department,”
Gordon joked, reflecting on his daughter witnessing someone donning his famous jacket.
“I was in Dubai last year and walking through a mall in Dubai, and here’s a Pepsi jacket, and I see a Rainbow jacket in a lot of places too,”
he continued, sharing amazement at how his style has become a global emblem.
He also remarked,
“It’s amazing what NASCAR has meant over the years to pop culture, and I see it kind of making this revitalization right now—it’s really exciting to be a part of.”
The nostalgia Gordon encounters—from seeing his own gear in distant cities to spotting fans in places like Dubai—reminds him of how deeply the sport resonated during its earlier heyday, underscoring his commitment to restoring that energy.
As Gordon sees it, his journey from upstart driver to national icon mirrors an evolution in NASCAR that intertwined racing with American identity. Emulating the reach of global stars like Michael Jordan and Air Jordans, Gordon’s rainbow jackets became more than just racing memorabilia—they turned into a fashion statement and a pop culture marker. With 93 wins and four championships to his name, Gordon’s lasting influence isn’t just about stats, but about connecting racing to a broader, more diverse group of fans. He believes that through storytelling and creative partnerships, NASCAR’s lost magic can be rekindled.
This is where Amazon enters the picture. With more than 200 million Prime subscribers worldwide, Amazon’s streaming arm presents a huge platform for NASCAR. Gordon revealed they’re working together on a docuseries titled “American Thunder,” chronicling the 2023 Hendrick Motorsports Garage 56 effort at the 24 Hours of Le Mans.
“Yeah, this is exciting. I mean, this is a collaboration between NASCAR, Chevrolet, Hendrick Motorsports, Goodyear, where we took one of our stock cars and basically converted it into a sports car to go racing 24 hours at Le Mans,”
Gordon shared.
This bold project brought together big names like Jimmie Johnson and Jenson Button, who, alongside Gordon himself, tackled the grueling Le Mans endurance race in a modified Next Gen Camaro ZL1. Their team completed 285 laps, overcoming a tough gearbox issue and finishing 39th—but the true story, as Gordon notes, was in the challenge itself.
“This journey was broad, it was challenging, probably shouldn’t have ever happened, but it did,”
he admitted, alluding to the many obstacles along the way.
By capturing the race behind the scenes, “American Thunder” promises to provide viewers an unprecedented look at the teamwork, innovation, and drama that define modern racing. Gordon added,
“It’s exciting that we were able to document that journey and tell a story through so many different lenses, and I think people are going to be excited to see how that all came together and how it turned out.”
A project like this, backed by Amazon’s vast reach, could make NASCAR relevant to millions of new viewers, just as Gordon did when he brought in fans who had never set foot at a racetrack before. For Gordon, the goal is to use storytelling to recapture NASCAR’s status as not just a sport, but a vibrant cultural institution.
Looking forward, Gordon views “American Thunder” as just one step in the journey. Even before Amazon Prime airs its first official NASCAR Cup Series broadcast, anticipation for the streaming era is building. Gordon wants to shape the narrative, ensuring fans—old and new alike—see NASCAR’s most iconic personalities, dramatic rivalries, and unforgettable moments. For him, sparking renewed excitement is not just possible; with the right partners, he believes it’s inevitable.
Reviving Legends: The Earnhardt Saga Captivates a New Generation
Gordon spoke about these aspirations at the premiere of the new Earnhardt docuseries, another high-profile Amazon Prime project that debuted on May 5, 2025. The four-part exploration of Dale Earnhardt Sr.’s life delves into the formidable legacy of Gordon’s greatest competitor, offering a fresh perspective on NASCAR’s roots and its most memorable rivalries.
Fans and newcomers alike can witness rare archival material, including thrilling race footage and emotionally-charged interviews from figures like Earnhardt’s children—Dale Jr., Kelley, and Kerry—as well as his widow Teresa and adversaries including Gordon himself. The production unpacks Earnhardt Sr.’s rise from humble beginnings as the son of a Kannapolis mill worker to a seven-time Cup Series champion with 76 career wins. His tragic death during the 2001 Daytona 500 marked an end of an era, but as the docuseries demonstrates, his influence endures.
Gordon openly shared his memories and lessons from his years of intense rivalry with Earnhardt.
“He taught me especially how to race on the superspeedway, not by him trying to teach me but just watching. He absolutely taught me the business side of it. To me, people like myself, our lives changed because of what Dale Earnhardt did for NASCAR and what he did for racing and bringing fans in,”
Gordon recalled during the event, paying tribute to the way Earnhardt’s aggressive style and relentless work ethic captivated millions and opened new doors for competitors like himself.
With Prime Video investing in such detailed storytelling, they are positioning themselves to spotlight NASCAR’s most compelling stories and uncover the personalities—past, present, and future—that keep audiences engaged. The Earnhardt docuseries premiered just as Amazon prepares to broadcast its first NASCAR Cup Series race, serving both nostalgia and anticipation for fans longing to see the sport’s next chapter unfold.
The cross-generational nature of Gordon and Earnhardt’s rivalry illustrates NASCAR’s rich tradition of competition and charisma. Gordon’s approach contrasted sharply with Earnhardt’s, but their mutual respect and dedication made each race a major occasion. The docuseries highlights how these two drivers, and those who followed, cemented NASCAR’s reputation as a contest of skill, grit, and showmanship.
Looking Ahead: Can the Gordon-Amazon Alliance Restore NASCAR’s Luster?
NASCAR’s next phase may hinge on innovative partnerships like the one between Jeff Gordon and Amazon Prime. Gordon’s transition from racer to visionary figurehead has helped set the stage for NASCAR’s digital transformation, seeking to expose the sport’s grand stories to both loyal fans and curious newcomers.
A key question lingers for many longtime observers and industry insiders: can this bold collaboration revive NASCAR’s golden era or is the moment already gone? If the success of projects like “American Thunder” and the Earnhardt docuseries is any indication, audiences are eager to reconnect with the sport’s roots while meeting the stars of tomorrow. More than just a racing legend, Gordon is now a driving force for NASCAR’s future, and Amazon’s global platform offers a chance to build a new chapter in the sport’s vibrant history.
As anticipation grows for Amazon’s coverage and more behind-the-scenes stories, the partnership aims to bridge generations, fuse sports and culture once again, and perhaps, as Gordon hopes, bring NASCAR roaring into a thrilling new age.
