NASCAR is adding an element of fashion to the sport. In a recent announcement, the famous footwear brand Crocs has become an official licensing partner of NASCAR. The sport has recently showcased its diverse merchandise partner profile, and Crocs is the latest addition. The Colorado-based company announced the deal earlier this morning, and Crocs will start selling a collaborative NASCAR shoe series on Monday.

The history between Crocs and NASCAR goes back to 2006 when the company licensed Dale Earnhardt Jr and Hendrick Motorsports. The company has also partnered with Joe Gibbs Racing and Richard Childress Racing. NASCAR aims to expand its fanbase with Crocs’ approach to appease a younger generation of fans with its quirky and fashionable collections.

Crocs’ history in NASCAR

In 2006, Crocs experienced one of its most profitable years since its inception. In the first half of the fiscal year, Crocs recorded sales revenue of about $130.5 million, a massive increase of 256 per cent from 2005. One of the primary reasons behind the brand’s boom in the American market was its collaboration with big names like NASCAR and Disney and a solid acquisition of Jibbitz.

Apart from the teams mentioned above and Dale Jr, Crocs’ tryst in NASCAR included licensing deals for a major part of the elite drivers’ club. Crocs claimed the licensing rights from teams, which was reflected in its NASCAR series of shoes through mentions of team marks, driver names, signatures and vehicle numbers. Crocs also used the most opportune moment to announce the partnership in the 2006 Daytona 500.

Following the announcement, Crocs sold the collaborative merchandise at several race venues and retailing outlets in the United States. This move was an excellent strategy to capitalize on the hype it had generated by licensing the golden generation of NASCAR drivers. Some of the most notable drivers on the list were Dale Earnhardt, Jeff Gordon, Jimmie Johnson, Kyle Busch, Kevin Harvick and Tony Stewart.

NASCAR is trying to maintain their appeal with time. Last year, it announced its partnership with Amazon to expand broadcasting operations to the popular streaming platform. A few days back, NASCAR president Steve Phelps elaborated on the same in an interview with CNBC.

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Amazon puts stock-car racing  on the path of virtual expansion

2023 was a great year for the sport in terms of endorsing its racing product. After participating in the 24 Hours of Le Mans, NASCAR renewed its broadcasting rights deal with a few additions. Prime Video has signed a seven-year agreement to stream five Cup Series races in 2025. This move allows NASCAR to reach a wider audience through the smaller screens.

Putting his faith in Amazon, Phelps declared, “Amazon, from a sports standpoint is here to stay. What they’ve done with the NFL, obviously, what they’re going to do with us, there’ll be other sports properties, I’m sure, that they will bring in to the fold.”

Following a partnership with Amazon, the NFL’s viewership has increased by 24%, which NASCAR aims to achieve. Clearing the air about NASCAR’s latest approach of targeting creative expansion methods, Phelps added, “We’re trying to keep things fresh and moving. So, yes, true to kind of the history of NASCAR and the DNA, but the new NASCAR is also doing things that are bold and innovative and things that haven’t been done before, like the Chicago street race.”

With Warner Bros, NBC, Fox, Prime Video, and TNT sports by its side, NASCAR has all the right tools to present itself on the global stage. A memorable 2024 season would contribute to the cause amicably.

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