The heritage of NASCAR merchandise stretches from simple pit-crew gear to a sprawling global business, but a recent release has ignited fan outrage. At the Mobil 1 301 in New Hampshire, NASCAR unveiled a $35 T-shirt with a glaring typographical twist and a dated slogan. What might have been a playful nod to New England culture is instead being read as a symbol of desperation and greed, adding tension to an already critical fan base.
Key Highlights
- NASCAR debuted a $35 T-shirt featuring a misspelled “NASCAH” logo and the phrase “It’s a wicked pi–ah!”
- Fans labeled the shirt overpriced and accused NASCAR of attempting to “look cool” amid declining approval.
- Criticism centered on outdated slang and a perceived disconnect between official merchandise and affordable retail options.
- Longstanding complaints about quality issues from partners like Lionel Racing and Fanatics resurfaced.
- Many fans linked the controversy to the France family, accusing leadership of prioritizing profit over loyal supporters.
From Function to Fashion: A Merchandising Evolution
NASCAR’s merchandising roots date back to the 1950s when drivers wore ordinary clothes or treated them with baking soda for fire resistance. Over decades, jackets emblazoned with sponsor logos turned racewear into pop culture symbols, while online shopping in the 2000s spread NASCAR-branded items worldwide. Classics like Dale Earnhardt Sr. T-shirts, Daytona 500 hats, and collectible diecast cars remain staples. Yet the newest release shows how even a storied tradition can stumble when pricing and presentation misfire.
Fans Reject the “NASCAH” Experiment
The shirt that triggered the uproar bore a misspelled “NASCAH” bar logo and the line “It’s a wicked pi–ah!”—a phrase once common in New England but now fading. Many felt the marketing team was forcing a regional stereotype to seem trendy.
“Saw it at the track. Thought it was weird. Also the saying would just be ‘it’s wicked pi–a’ not ‘it’s a wicked pi–a’ but no one in New England under the age of 75 even says that anymore lol.” – Fan at
New Hampshire Motor Speedway
Other locals questioned the slang’s relevance altogether.
“As someone from Boston, I have never heard someone use the term Wicked.” – Boston native
Price and Quality Complaints Intensify
Beyond the language choice, the $35 price stirred anger about rising costs and inconsistent quality across NASCAR merchandise.
“I see shirts at IMS for $35-$40 then go to Walmart or Meijer & they’re $19. No one will screw race fans like ppl in racing & it’s reflected by attendance.” – Fan statement
Critics tied the backlash to long-running issues with official partners. Lionel Racing’s diecast cars have faced reports of misaligned decals and loose parts, while Fanatics has fielded complaints over fading prints and slow shipping. The ill-fated shirt has reignited scrutiny of both companies.
Leadership Under Fire
Many fans directed frustration at NASCAR’s ownership.
“They should sell ‘NAPCAR’ merch, cuz that’s what the sport has become and why is it so darn expensive, it has just become Cash cow for that greedy family.” – Fan comment
Such remarks highlight a widening gap between the organization and its supporters, especially as independent teams like JR Motorsports and Trackhouse Racing are viewed as offering better value for similar apparel.
News in Brief: Merch Gone Wrong: NASCAR Fans Roast Latest Release
NASCAR’s $35 “NASCAH” shirt, featuring outdated New England slang and a misspelled logo, sparked heavy backlash at the Mobil 1 301. Fans blasted the price, derided the forced slang, and renewed complaints about merchandise quality from partners like Lionel Racing and Fanatics. Some accused the France family of exploiting supporters, claiming official gear costs far more than similar team merchandise. Once a celebrated business success, NASCAR’s merchandising now faces criticism for being disconnected from its base. Share your thoughts on NASCAR’s approach and pricing in the comments below.
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