Nascar has signed a licensing agreement with Italian shoe brand HeyDude, which is owned by American shoe giant Crocs.
Contract:
- Three of the five designs in the new collection are inspired by NASCAR drivers Chase Elliott, Kyle Larson and Dale Earnhardt Jr.
- The collection is available through the HeyDude website, Rack Room Shoes and select retailers.
Context:
HeyDude has Italian origins but was acquired by American footwear company Crocs for $2.5 billion in December 2021. Crocs signed a licensing partnership with Nascar ahead of the 2024 season, so this deal is an extension of the existing contract.
With US ownership, HeyDude’s focus has shifted to the country’s premier motorsport series, which should provide a great opportunity to increase brand awareness.
Comment:
“HeyDude is an ideal partner to expand Nascar’s licensing portfolio and one that will be absolutely loved by Nascar fans,” said Megan Malayter, Nascar’s vice president of licensing and consumer products.
“The brand’s ability to be comfortable to wear and to take off and to offer designs that allow our fans to express themselves and their passions in style is a perfect fit on and off the racetrack.”
Next:
Nascar has three races left in the regular season before the playoffs begin. The series’ next race is on August 18 at Michigan International Speedway.
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