Launched in time for the opening races of the 2022 NASCAR Cup Series, McDonald’s USA marked its new sponsorship with 23XI Racing (driver Bubba Watson’s team) unveiled a new co-branded streetwear and racewear collection to enable fans to ‘show their support’ and ‘get a taste of the winner’s circle’.
The new apparel line of limited edition clothing and merchandise was available for purchase on the 23XI Shop powered by Fanatics from the 18 February to leverage spiking interest in NASCAR around the 17 to 20 February early season Daytona 500.
It consists of 10 specially designed pieces for fans to mix and match and show off their support and their style and it includes a custom bomber jacket, limited edition t-shirts, basketball shorts, hats, sliders, hoodies and tearaway snap up pants.
The collection, which combines streetwear and racewear, is the first merchandise activation since McDonald’s signed on as the new X sponsor of 23XI and all proceeds will benefit the ‘23XI Speed Institute’ (23XI Racing’s educational and professional development program focused on Diversity, Equity, and Inclusion (DEI) efforts in the motorsports industry).
The sponsor/team collection was promoted through a digital-first, multiple content piece campaign across online and social platforms amplified across sponsor brand, team and driver channels and featuring driver Watson and this season’s McDonald’s branded race car.
Serving up some fresh @McDonalds wallpapers for your phones ahead of @DAYTONA #WallpaperWednesday pic.twitter.com/BzcLknPsOo
— 23XI Racing (@23XIRacing) February 16, 2022
Dropping 2.18 @mcdonalds @23xiracing pic.twitter.com/XzvX014Xgj
— Bubba Wallace (@BubbaWallace) February 16, 2022
Dropping 2.18 @mcdonalds @23xiracing pic.twitter.com/XzvX014Xgj
— Bubba Wallace (@BubbaWallace) February 16, 2022
Duels complete, spotlight on Sunday. @McDonalds | #TeamToyota pic.twitter.com/ojGiHX0y7G
— Bubba Wallace (@BubbaWallace) February 18, 2022
@mcdonalds pic.twitter.com/nPG4TJSHYs
— Bubba Wallace (@BubbaWallace) February 15, 2022
“For years, racing culture has had a presence in streetwear culture. Growing up, I remember how cool it was to rock a racing jacket with all the different patches and designs, so I was more than happy to model this collection,” said 23XI driver Bubba Wallace. “My favorite piece is the bomber jacket. I love how authentic it looks and it has a unique McDonald’s feature that I know fry enthusiasts, like me, will be particularly excited about.”
“We’re thrilled to bring our sports fans a streetwear collection they will want to wear and show off,” added McDonald’s USA Senior Director of Cultural Engagement Elizabeth Campbell “Through our partnership with Bubba Wallace and 23XI, we’ve set out to broaden the racing fanbase and change the culture of what is typically seen in the racing world. This collection is one way we’re connecting to our fans, and we can’t wait to see their excitement when the merch drops this Friday.”
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This launch comes on the heels of McDonald’s announcing their partnership expansion with 23XI Racing this season through their presence with Bubba Wallace across more races, on-car livery branding, as well as the addition of Kurt Busch and featuring the driver and team in its mainstream advertising and marketing.
2️⃣, @McDonalds
# # pic.twitter.com/k3FqKfTEMs
— 23XI Racing (@23XIRacing) February 15, 2022
RT if this is you when it’s your turn. @McDonalds #mcdpartner pic.twitter.com/fH4vs5xT90
— Bubba Wallace (@BubbaWallace) February 13, 2022
Bubba Wallace also has an outdoor collection via his partnership with Columbia.
BW x @Columbia1938 pic.twitter.com/9fAcMle0OE
— Bubba Wallace (@BubbaWallace) February 2, 2022
It's finally here!! Kept this under wraps for a while, but I am so ready to officially introduce the BW x @Columbia1938 limited line. Available in select stores and online. Check it out here: https://t.co/dJLD9B2R6m pic.twitter.com/WFRneFwuec
— Bubba Wallace (@BubbaWallace) February 2, 2022
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