NASCAR has taken a significant step in broadening its reach with young audiences by announcing the launch of the Jimmie Johnson Justice Collection, a new fashion line aimed at tween girls. The initiative, made possible through a collaboration with Justice, is designed to inspire confidence and excitement among young female fans of the sport.
Jimmie Johnson’s Family Leads the Campaign
The spotlight of this new fashion partnership features seven-time NASCAR Cup Series champion Jimmie Johnson’s daughters, who are the faces of the campaign. By highlighting the Johnson family, NASCAR aims to foster a deeper connection between the racing world and tween girls, making motorsports more relatable and inviting for families. The Justice brand, known for its energetic and colorful style, brings its signature look to this collection while celebrating NASCAR’s racing legacy.
The Jimmie Johnson Justice Collection is crafted to appeal to tween girls with playful designs and sporty silhouettes. The range focuses on encouraging fandom, bold self-expression, and a sense of belonging, all through pieces that are both fun and appropriate for their age group. Central to the collaboration is a message of inclusivity and shared experience, using fashion and storytelling to bridge generational gaps.
“The NASCAR x Justice collection encourages tweens to embrace the confidence that comes with celebrating what they love, while offering guardians accessible, age-appropriate styles they can feel good about,”
said Elizabeth McCusker, Vice President of Marketing for Justice.
“This collaboration reflects the growing influence of fandom-driven fashion and the exciting way iconic brands can connect across generations.”
– Elizabeth McCusker, Vice President of Marketing for Justice
A Blend of Fashion and Racing Heritage
Unveiled on January 4, 2026, the Jimmie Johnson Justice Collection features over 33 distinctive pieces. Highlights include a NASCAR x Justice bomber jacket adorned with racing-inspired patches and striking color blocking, retro-styled flare denim, a bold oversized graphic tee showcasing classic NASCAR imagery, and a cozy fleece hoodie and jogger set designed for comfort. Each piece is intended for easy mixing and matching, helping tweens move confidently from school to weekend activities.
Affordability and accessibility have also been prioritized, with prices starting at just $7, making the collection within reach for a wide range of families. The collection exemplifies how famous brands and sporting icons can influence everyday style, blending nostalgia with modern trends to connect with both new and longtime fans.
Extending Engagement Beyond Fashion
“At NASCAR, we’re focused on creating meaningful connections with the next generation of fans,”
said Megan Malayter, Vice President of Licensing and Consumer Products at NASCAR.
“This collaboration with Justice allows us to engage girls and families in a fun, authentic way that brings together fashion, sport, and community.”
– Megan Malayter, Vice President of Licensing and Consumer Products at NASCAR
The campaign goes beyond the clothing racks by leveraging the Johnson family’s story across social media and digital platforms. There will also be immersive experiences for fans, such as a branded activation at the Daytona 500 from February 12 to 15, where families and fans can see and interact with the collection firsthand. Through strategies like these, NASCAR and Justice aim to further introduce motorsports to young girls, empower them, and ignite a passion for the sport.
This partnership marks a notable moment for NASCAR and Justice as they work together to shape a new, inclusive experience for the next generation. By blending sports, fashion, and family engagement, the Jimmie Johnson Justice Collection looks set to leave a lasting impression on young fans and the broader motorsports community.
NASCAR has partnered with Justice, the leading fashion and lifestyle brand for tween girls.
Justice has partnered with Jimmie Johnson, with his daughters serving as the faces of the collection. https://t.co/U7QJGyVxx4
— Jayski (@jayski) January 7, 2026
