23XI Racing, co-owned by Michael Jordan and Denny Hamlin, has carried its strong start to the 2026 NASCAR Cup Series season from the track into the commercial space. Fresh reports indicate a potential collaboration with Air Jordan.

23XI has quickly become the benchmark in the garage through the opening stretch of the year. Six races into the season, the No. 45 team has won four. Tyler Reddick has shown pace across all track types, while Bubba Wallace has also been consistently in contention.

That momentum is now translating off the track as well. Adam Stern of SBJ reported:

“23XI Racing says a sizzling start to the year on the track is about to dovetail with big commercial moves, like a Bubba Wallace meal deal at Hardee’s and growing hopes of a team shoe deal with Nike’s Air Jordan brand.”

The commercial push follows the Jordan brand giving 23XI Racing’s pit crew members special Air Jordan shoes to wear in the Daytona 500 earlier this season. They also created a limited-edition shirt and social media ad, celebrating the team’s historic three-peat. Additionally, it featured a Daytona celebration scene in an ad for the Brazilian national soccer team.

The Air Jordan campaign also involved collaborating with 23XI and Toyota on a basketball game activation and a Daytona 500 watch party at San Diego State University. The early results have matched the organization’s long-term vision of becoming a front-running Cup Series team.

“To be the world’s most recognizable motorsports team, winning on and off the track, moving forward together, and setting the standard for excellence,” reads a sign displayed inside its Airspeed headquarters.

Team co-owner Denny Hamlin has repeatedly pointed to the team’s ability to build competitive cars quickly while scaling operations. The results so far support that view, although upcoming short tracks, including Martinsville Speedway, could present a different challenge and test the team’s early-season dominance.

23XI Racing looks to scale its brand with new leadership moves to attract Nike

Away from performance, 23XI Racing has continued to evolve structurally as it looks to grow its brand footprint. It was a busy offseason for them on its sponsorship side. Robinhood and Xfinity return to join – Columbia Sportswear, the U.S. Air Force, Leidos, Mobil 1, and Hardee’s for the No. 23 of Bubba Wallace.

For the No. 45 of Tyler Reddick, SupplyHouse will join as a primary partner in select races starting at Kansas, and Comparion Insurance Agency is set to debut with him at Bristol. Xfinity and Chumba Casino will also appear across both teams in select events.

The organization recently added marketing executive Mitch Poll to its leadership group, signaling a stronger push into broader sports business strategies. Team President Steve Lauletta said on the move:

“I wanted to bring someone here that can take experience from other areas of the sports business, which (Poll) has, and kind of bring in a new perspective of, ‘How do you take a brand that now means something and is proven a little bit and amplify that to the next level?’”

The move reflects a wider intent. With increased visibility, stronger results, and backing from globally recognized brands, 23XI Racing is now positioning itself not just as a winning race team but as a scalable sports property.