UK-based sportswear brand Castore has entered Nascar for the first time in partnership with Hendrick Motorsports.
Confirmed:
- Castore signs five-year contract until 2028
- Brand will be official performance sportswear and at-track teamwear provider
Context:
The most successful Cup Series team in history will be clothed by Castore throughout race weekends. In addition, the team’s elite pit crew athletes will be outfitted exclusively in Castore’s premium performance sportswear. This partnership will also make Hendrick Motorsports replica kits available to fans for the first time. This is Castore’s most high-profile partnership in the US to date.
The move comes after Castore's latest investment round, which saw investors including Raine Group’s flagship growth equity fund Raine Partners, as well as Hanaco Ventures and Felix Capital, raise UK£145 million (US$184 million) in funding. This will allow Castore to build on its existing partnerships in motorsport and beyond, such as with Formula One outfits Red Bull and McLaren, as well as soccer kit deals with the likes of Aston Villa and Newcastle United.
Comment:
Jeff Gordon, vice chairman of Hendrick Motorsports, said: “Like Hendrick Motorsports, Castore is a brand that never stops innovating and is constantly seeking ways to make its athletes better. With their commitment to elite quality and utilising advanced engineering to develop products, we see many commonalities between our two organisations.
“As Hendrick Motorsports enters our 40th anniversary season, we look forward to working with Castore to elevate the look and performance of our track apparel and the sportswear used by our pit crews. Our fans have been asking for official team kits, and we’re excited to offer them for the very first time.”
Coming next:
Castore will hope this opens up the US market as it targets further expansion, with its additional capital also enabling plans to invest in the company’s supply chain and enhance its data analytics capabilities.