Jimmie Johnson Legacy Motor Club has secured a significant, $56 million multi-year partnership that positions Collars & Co. as the official apparel supplier for the NASCAR team, marking a pivotal moment for both the racing organization and the fashion brand. Announced on November 12, 2025, this deal at Daytona International Speedway, Florida, reflects Johnson’s dual legacy as both champion driver and strategic team owner ready to expand the team’s reach beyond the racetrack.
Johnson’s Vision Grows Beyond Racing
Jimmie Johnson’s transition from celebrated driver to industry leader has captured the attention of fans and business insiders alike. Following his storied run as a seven-time NASCAR Cup Series champion, Johnson moved into an ownership role at Legacy Motor Club, becoming the majority owner through a deal with Knighthead Capital Management. This partnership emphasized his ambition to drive commercial success and global recognition for the team.
Since shifting gears from the driver’s seat, Johnson has pursued a range of business interests. His ventures span from founding a media company to investing in real estate and hospitality, all underscoring his commitment to building influence far from the finish line. Johnson’s methodical, data-minded decision making, combined with a collaborative approach, has earned him respect in business circles as well as on pit road. The apparel partnership further affirms his strategy of linking Legacy Motor Club with leading brands to boost its profile and present a unified vision for the future.
Collars & Co. Joins Legacy Motor Club as Official Apparel Partner
The deal welcomes Collars & Co. as both a sponsor and creative partner for Legacy Motor Club. This dynamic men’s fashion brand, led by founder Justin Baer, first rose to prominence after pitching its signature dress-collar polo on the television series Shark Tank—where they clinched the support of high-profile investors Mark Cuban and Peter Jones. Since then, Collars & Co. has rapidly expanded, collaborating with major names in sports and the media to transform the way professional men dress on and off the job.
For Jimmie Johnson, the new partnership is about more than just outfitting the race team. He shared,
I’ve always believed in the importance of looking sharp without sacrificing comfort,
adding,
Collars & Co. has mastered that balance. Whether I’m at the track, in a meeting, or spending time with family, their clothing delivers the perfect combination of style and ease. I’m proud to be part of a brand that values innovation and authenticity, and also has them outfit Legacy Motor Club.
— Jimmie Johnson, Owner and Driver
This move reflects a significant trend in motorsports: athletes and teams leveraging their personal brands and team identities through partnerships that extend into mainstream culture. As more drivers look for apparel that reflects their personalities and aspirations, brands like Collars & Co. become key partners in shaping these new narratives.
The Strategy Behind the Collaboration
Collars & Co. sees this deal as a statement of intent as well. The company commented,
underscores our continued momentum as one of the fastest growing names in men’s fashion, blending performance, confidence, and timeless design.
— Collars & Co. Company Statement
This isn’t just about branding on uniforms or merchandise—it’s about integrating the values of competition, innovation, and style. Through its alliance with Johnson and Legacy Motor Club, Collars & Co. is positioning itself at the intersection of motorsport prestige and modern men’s fashion, hoping to appeal to fans who value authenticity and high-performance clothing both trackside and elsewhere.
The deal was also highlighted by NASCAR industry sources, including a public statement:
Jimmie Johnson and Legacy Motor Club have landed a partnership with Collars & Co., which will see Johnson serve as a brand ambassador for Collars & Co., which will become the Official Apparel Partner of the LEGACY MOTOR CLUB team.https://t.co/n0fKekkxgb
— @TobyChristieCom
Business Benefits for Legacy Motor Club and Collars & Co.
On the racing team’s side, the agreement boosts Legacy Motor Club’s efforts to grow its brand in and out of the NASCAR Cup Series. By working with Collars & Co., the team enhances its marketing portfolio, aligns with a fast-growing fashion name, and signals to fans and sponsors alike that Legacy is committed to the evolving culture of motorsports. In the modern NASCAR landscape, where teams are increasingly viewed as lifestyle brands as much as racing outfits, this type of deal is essential for sustained relevance and commercial expansion.
For Collars & Co., the relationship injects motorsports credibility into a brand looking to amplify its image among performance-focused audiences. It’s a cross-industry collaboration that shares values of ambition, innovation, and high-level achievement—while connecting the worlds of professional driving and men’s luxury apparel in new ways.
This type of partnership also offers new opportunities for fan engagement, merchandise lines, and co-branded events, setting an example for how NASCAR teams and their partners can reshape their futures together.
Jimmie Johnson’s Continued Passion for Competition
Although Johnson now balances his time between running the team and multiple business projects, his competitive nature remains a defining trait. As the leader of Legacy Motor Club’s long-term development, he is focused on expanding the team’s sponsorships, building organizational depth, and nurturing new talent within the Cup Series.
Johnson’s ambitions in NASCAR are not yet complete, and he made this clear, reflecting on his journey,
Running the nine events, the cars are so specific and the way you drive them, team support, pit stops, all these different elements are really tough to do on a limited schedule. But right races and for the right reasons, that makes a lot of sense. But yeah, I’d love to continue to expand on ticking more of these bucket list opportunities off my list.
— Jimmie Johnson, Owner and Driver
The 2025 season saw Johnson returning to the driver’s seat on select occasions—most notably at the Daytona 500, where he finished third. The strong result affirmed his belief that another NASCAR victory is within reach, even as he manages team operations. He expressed his determination with,
And man, the 84th when I want to believe that opportunity is there one way, shape, or another, be in the eighty-four car chasing at 84th when um man I really would like to tick that box,
— Jimmie Johnson, Owner and Driver
Approaching his 50th birthday, Johnson continues to eye major races including the San Diego street event and classic stops like the Daytona 500 and Coca-Cola 600 for 2026. His on-track goals align with Legacy Motor Club’s push to expand its competitive presence and fan base.
What This Means for NASCAR and Beyond
The $56 million partnership between Jimmie Johnson Legacy Motor Club and Collars & Co. spotlights a growing synergy between elite sports and lifestyle brands in today’s dynamic sponsorship landscape. Partnerships like this reinforce NASCAR’s evolving identity, as teams become platforms for fashion, technology, and entertainment as much as motorsport competition.
By pairing motorsport legend Johnson with an up-and-coming apparel company, the agreement sets a precedent for future collaborations, where commercial growth and fan engagement drive both the racing and branding agendas. With both sides eager to innovate and set new standards, this deal could become a benchmark for subsequent partnerships across the sports industry.
As Legacy Motor Club and Collars & Co. gear up for the coming season, fans can expect fresh apparel, enhanced branding at race events, and new ways to connect with their heroes beyond the track. For Johnson, Legacy Motor Club, and all involved, the next chapter promises to bring even more excitement to NASCAR’s passionate fanbase and introduce bold new plays that bridge sport and style.
Jimmie Johnson and Legacy Motor Club have landed a partnership with Collars & Co., which will see Johnson serve as a brand ambassador for Collars & Co., which will become the Official Apparel Partner of the LEGACY MOTOR CLUB team.https://t.co/n0fKekkxgb
— TobyChristie.com (@TobyChristieCom) November 12, 2025
