Toni Breidinger balancing racing and modeling has challenged traditional assumptions in motorsports. At just 26, Breidinger is not only a prominent competitor in the NASCAR Truck Series but also manages a successful modeling career, regularly representing major brands. This dual pursuit has led to skepticism about her focus and performance, with some critics questioning if her commitments off the track detract from her racing.
Yet, Breidinger is straightforward about the realities facing athletes like her.
When people say that doing brand deals affects my performance, I’m like, ‘No, you know what affects my performance? Not being able to race because I can’t afford it’,
she tells Motorsport.com. For Breidinger, the financial demands of “pay to play” racing make off-track partnerships essential for continuing her career at the highest level.
Building a Distinctive Presence in NASCAR and Beyond
Breidinger’s reputation as a workaholic is well-earned, as she juggles tight racing schedules alongside ambassador roles for brands such as Coach, Victoria’s Secret, 818 Tequila, Dave & Buster’s, and Raising Cane’s. Opportunities from the business world aren’t just beneficial—they are necessary for her to fund the seat time crucial for developing her skills.
You need seat time to get better, and you have to pay for it… it sounds toxic, but I’m okay with working 99% of the time right now,
she explains, sitting at the center of a whirling career that bridges racing and modeling.
As the first Arab-American woman to compete in a NASCAR-sanctioned event, Breidinger’s achievements place her firmly at a unique crossroads of American sport and popular culture. She has built a personal brand that is gritty yet glamorous, drawing sponsors eager to reach new audiences in motorsport—especially the expanding female sports market.
It’s a cycle, and I’m still figuring out how to balance it, but I’m at a critical point in my career so I want to give it 1000% and look back knowing it was worth it.
For Breidinger, collaborating with brands isn’t just about financial necessity. She actively seeks partnerships that reflect her interests and resonate with her own life.
I like leaning into the female-focused brands and products that I use myself, because they’re often things that my male team-mates don’t use,
she notes.
I might as well leverage that and build partnerships with brands that are authentic to me and tap into [the female] demographic.
Partnerships that Reflect Her Story
Breidinger’s ability to reach diverse fans is illustrated by her recent deal with Dave & Buster’s, a partnership tied to nostalgic Bay Area memories.
It’s important that all of my deals feel authentic and are really aligned with me,
she emphasizes.
Dave & Buster’s is a place I grew up going to in the Bay Area with my sister. Whenever we had an off weekend from karting, we’d go play games, so this is a really nostalgic, full-circle moment.
Her campaign with Raising Cane’s drew attention not just from racing fans, but also introduced her to a wider audience.
When I did my national campaign with Raising Cane’s last year it drew a lot of attention from their fans and kind of blended our fan bases together,
Breidinger explains, demonstrating how smart partnerships can unite different communities of supporters.
The effect has been tangible: she reports seeing more young women following her NASCAR journey after discovering her through her brand collaborations.
It’s always really exciting to meet young girls who say they want to race because of me,
she shares.
I want to be able to inspire them to pursue their passions… especially in NASCAR, which is still very male-dominated.
Breaking Stereotypes and Empowering Women
One of Breidinger’s main goals is to show that being feminine and being a race car driver are not mutually exclusive. She wants female fans and aspiring racers to know they don’t have to choose between their passions.
showing girls that femininity shouldn’t hold you back from being a race car driver
, she says, underscoring the importance of inclusivity and self-expression.
Reflecting on her own path, she shares,
When I was younger, I was insecure about pursuing a career path that was out of the norm, so it’s important to be inclusive and build community to show young girls that you can have other passions and it won’t take away from your sport.
For Breidinger, fostering a supportive environment where differences are celebrated is crucial to the progress of women in motorsports.
Her passion for fashion and self-presentation isn’t a distraction; it’s fundamental to her performance.
It’s a creative outlet and a way for me to express myself. The better I feel, the better I’m going to race,
she states.
It’s all about confidence – you want to show up feeling good about yourself.
Reaching New Markets and Paving the Way
By choosing female-oriented and Gen Z-centric partnerships, Breidinger has entered spaces where few of her peers can follow. Coach, a luxury fashion house invested in supporting female athletes, is among her high-profile supporters. Recently, her team helped secure 818 Tequila, owned by supermodel Kendall Jenner, as a partner—a milestone first for the brand in sports.
Kendall wished me luck before the race [in Nashville], which was amazing,
Breidinger recalls.
She’s a female in a very male-dominated world and has really been paving the way in the liquor space, so I feel like we align in some ways.
Her efforts have also contributed to NASCAR’s attempts to connect with new demographics. Through her work, Breidinger has grown into a catalyst for change, quietly supporting the evolution of motorsport into a more diverse and inclusive arena.
Race Day Focus and Future Ambitions
Despite her active off-track commitments, Breidinger’s attention remains sharp when it matters most.
When I’m at the track, I’m their race car driver,
she assures, speaking of her team, Tricon Garage.
They’re so professional and don’t ask too many questions. But they respect that I have other jobs, and they see that I’m trying to balance everything.
Between appearances at New York Fashion Week and races at major venues like Daytona International Speedway, Breidinger remains steady, adopting a practical approach to handling the chaos.
I take it one step at a time,
she says, outlining her ambitions for the future.
My perfect five-year plan would be to get to the Cup Series.
She recognizes the complexity of climbing NASCAR’s ranks but remains undeterred. Breidinger admits,
a lot of factors would need to align
to make it to the top, but her tenacity and record of defying expectations suggest that she is only beginning her journey.
Broader Impacts and What Lies Ahead
Toni Breidinger’s career represents a transformation in American motorsport, not only through her on-track performances but also as a bridge between traditional racing and contemporary fashion, business, and youth culture. Her capacity to balance elite racing with high-profile modeling, while inspiring the next generation of female athletes, is expanding opportunities for women both in NASCAR and beyond. As she continues to attract fresh fans and brands, Breidinger serves both as a role model and a trailblazer—showing that passion, authenticity, and self-expression can propel athletes to new heights as long as they are willing to embrace every aspect of who they are.
Our Reader’s Queries
Q. What is Toni Breidinger’s story?
A. Breidinger was raised in Hillsborough, California, and began racing go-karts when she was nine years old. After five years in go-karts, she switched to the USAC Western US Asphalt Midget Series at age 15 in 2014. She won the series championship two years later.
