US stick car racing's Nascar has collaborated on a beach-themed licensing deal with sports brand Hurley.
Contract:
- Two racing-themed product lines to be released during the 2023 season
- The first collection focuses on a 90s theme, while the second draws inspiration from vintage Nascar
Context: This is not Hurley's first step into the American stock car racing series, as the brand is already partnered with Legacy Motor Club driver Noah Gragson, who drives the number 42 entry for the team.
Comment: Megan Malayter, Nascar's managing director of licensing and consumer products, said: “Hurley is one of the most influential brands in the world when it comes to action-sports and beach apparel. As two companies who were born on the beach, we’re thrilled to be collaborating with Hurley to bring this exclusive Hurley x Nascar collection to fans in 2023.”
Coming next: The first collection is already available on Hurley's website, with the second collection of men’s and women’s beach and surf apparel to be released prior to Nascar's visit to Darlington Raceway in April.