NASCAR has taken a decisive step in expanding its youth outreach strategy after announcing a new partnership involving Jimmie Johnson’s family.
NASCAR has announced its new partnership with Justice, a leading fashion and lifestyle brand for tween girls, in a move designed to connect the sport with a new generation of fans.
Jimmie Johnson’s Daughters Front New NASCAR’s New Justice Collection
The NASCAR x Justice collection blends the brand’s vibrant, trend-driven aesthetic with NASCAR’s racing heritage, delivering playful graphics, sporty silhouettes, and nostalgic motorsports details reimagined for everyday wear.
The collection is designed specifically for tween girls, and the range celebrates fandom, confidence, and self-expression in a way that feels fun, wearable, and age-appropriate.
Central to the collaboration is seven-time NASCAR Cup Series champion Johnson and his family, with his daughters serving as the faces of the NASCAR x Justice collection. The family-forward partnership aims to make the sport feel more accessible, expressive, and relevant to tween girls through fashion, storytelling, and shared experiences.
“The NASCAR x Justice collection encourages tweens to embrace the confidence that comes with celebrating what they love, while offering guardians accessible, age-appropriate styles they can feel good about,” said Elizabeth McCusker, Vice President of Marketing for Justice. “This collaboration reflects the growing influence of fandom-driven fashion and the exciting way iconic brands can connect across generations.”
Launched on January 4, 2026, the collection features more than 33 styles, including standout hero pieces such as a NASCAR x Justice bomber jacket with racing-inspired patches and bold color blocking, flare denim with a retro edge, an oversized white graphic tee featuring iconic NASCAR imagery, and a cozy heather fleece hoodie and jogger set built for all-day comfort.
Each of these items is designed for easy mix-and-match styling, allowing tweens to transition seamlessly from school days to weekend activities. Also, accessibility is a key part of the strategy, with prices starting at just $7.
“At NASCAR, we’re focused on creating meaningful connections with the next generation of fans,” said Megan Malayter, Vice President of Licensing and Consumer Products at NASCAR. “This collaboration with Justice allows us to engage girls and families in a fun, authentic way that brings together fashion, sport, and community.”
The collaboration will extend beyond retail through social content and family-focused storytelling featuring the Johnson family, tied to one of NASCAR’s most iconic events.
Justice will also host an immersive, branded activation at the Daytona 500 from February 12 to 15, allowing fans to see and experience the collection in person.
