Denny Hamlin and Michael Jordan had big plans when they formed 23XI Racing in 2020. Four years later, the team has grown into one of the most well-known entities in the NASCAR Cup Series. However, with time, 23XI Racing will have to continue coming up with new things off the track, and Hamlin seems to have something special on his mind.

Over the years, NASCAR has only grown more competitive. While new ideas are key to having a creative edge, Hamlin’s latest plans involve using Jordan to enhance 23XI Racing’s popularity.

Denny Hamlin believes Michael Jordan plays a big role in 23XI Racing’s progress

Despite his various commitments, Michael Jordan has been frequently seen supporting his Cup Series team. Having sold his majority stake in the Charlotte Hornets in 2023, he has been as active as he has ever been with 23XI Racing. Naturally, Denny Hamlin feels it is the right time to capitalize on the team’s benefit.

As reported by SportsBusinessJournal, Hamlin believes he knows how to “come and say hello to some of the people who write big checks to us each and every year.” In the Joe Gibbs Racing driver’s words, “Michael is very gifted at being elusive at times, but when we need him to turn it on, he turns it on.”

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Most certainly, that’s true, given the success Michael Jordan has achieved throughout his career. More importantly, it suits 23XI Racing’s agenda to become the new face of NASCAR. While it isn’t an easy task, Denny Hamlin’s next trick up his sleeve could turn out to be a game-changer.

23XI Racing recently unveiled their new $16,000,000 shop. While it is named Airspeed, the 114,000-square-foot shop will be an attractive setup from a fan’s point of view. To add more excitement to it, Denny Hamlin plans to have specially made 23XI gear from Jordan Brand exclusively available at the facility.

Furthermore, the merchandise would be available for purchase only in person. With the Jordan Brand having already sponsored Kurt Busch and Tyler Reddick, it could add a new flavor to 23XI Racing’s popularity. While this could not only encourage more visits at Airspeed, it could also bring more visibility to the Jordan Brand.

If it attracts a good response, it could even tempt Nike to enter as a sponsor in NASCAR. While it is a distant thought for now, Hamlin’s plans could very well turn out to be a boon for 23XI Racing. Even if this hypothetical scenario takes place, the team’s ideology is expected to remain untouched.

23XI Racing President Steve Lauletta believes change is the only constant in NASCAR

Sponsorship issues have been unheard of in the Cup Series. If the issues can prompt Kyle Busch to leave Joe Gibbs Racing, nothing is impossible. Very recently, Bubba Wallace and 23XI Racing parted ways with cherished sponsor DoorDash.

While the news was surprising, team president Steve Lauletta remains practical with his approach. He said, “It’s the same whether you’re trying to do it in any sport or in NASCAR: You’ve got to understand your partner’s business enough to bring solutions that solve their problems, and I think we’ve done a pretty good job at that.”

Realistically, Lauletta advises being prepared for changes in the sport. He said, “Then you’ve got to deliver, and we’ve been lucky to deliver on all the partners that have been here. Does that mean they’re all going to stay here for 10 to 15 years? No, it doesn’t mean that. But it’s not for a lack of ideas, collaboration, support, relationships. Things change all the time.”

What Lauletta said does make sense. Even in the event that Nike opts to sponsor 23XI Racing in the future, its longevity remains a mystery. Having said that, it could turn out to be a massive boost to the team’s ambitions. Could Denny Hamlin lure Nike to make such a move? Well, only time can answer that.

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