When Denny Hamlin and Michael Jordan launched 23XI Racing in 2021, fans immediately understood the name’s significance. The combination of Jordan’s iconic No. 23 and Hamlin’s No. 11 created an instantly recognizable brand.
But during a recent episode of his “Actions Detrimental” podcast, Hamlin revealed a surprising twist: that wasn’t the original plan.
The veteran NASCAR driver shared details about an alternative name the team nearly chose. The name would have honored a different part of Jordan’s legendary basketball career and offered fans a peek into the early creative process behind one of NASCAR’s most talked-about teams.
Denny Hamlin Reveals the Surprising Origin Behind 23XI Racing’s Name
Hamlin surprised his podcast co-hosts by revealing the team’s original identity. “Truth be known, the original name of 23XI Racing was supposed to be 6XI,” he explained during the candid discussion.
The proposed “6XI” name carried deep symbolic meaning. The “6” represented Michael Jordan’s six NBA championships with the Chicago Bulls, while “XI” used Roman numerals for Hamlin’s car number 11. This concept would have created a unique tribute to Jordan’s championship legacy rather than his jersey number.
Hamlin said the team went far enough with the “6XI” concept to create actual renderings and mockups. Early gear and conceptual materials featured the “6XI” or “6/11 Racing” branding as the partners explored different ways to represent their shared vision and individual achievements.
Why 23XI Racing Won Out Over the Original Concept
Despite the initial momentum behind “6XI,” Hamlin and Jordan ultimately decided to pivot to the now-familiar 23XI branding. The reasoning centered on the global recognition of Jordan’s No. 23, which transcends basketball and represents excellence worldwide.
Hamlin also looked back at how the decision was ultimately made, saying “6XI” would have been a clever nod to Jordan’s title success, but the team wanted to cast the net as wide as possible. The last name, pronounced “twenty-three eleven,” gave the new team a marketable brand name that appealed to both NASCAR and NBA fans.
Jordan’s iconic No. 23, universally familiar even to those who are not NASCAR fans, paired with Hamlin’s No. 11 is a potent symbol of their collaboration. And it worked — much to the dismay of detractors — when 23XI Racing burst onto the Cup Series scene almost immediately after debuting with drivers such as Bubba Wallace, Tyler Reddick, and Riley Herbst.
Hamlin mentioned that his third child’s due date fell on June 11, creating an amusing connection to the original “6/11” concept. This coincidence highlighted how numbers and milestones continue to play significant roles in his personal and professional life.