NASCAR is evolving; it’s getting younger, more multicultural, and more digital. Xfinity must evolve with it.
Services
Dave Sheets: Executive Creative Director
Raul Vallines: Associate Design Director
Cory Neville: Art Director & Designer
Nick Johnson: Art Director & Designer
Tools
Adobe Photoshop, Adobe Illustrator
No other NASCAR partner controls the entire ecosystem of how fans watch, share, and experience the sport and Xfinity is the only sponsor whose products actually make fandom better.
What if Xfinity is the fuel NASCAR fans need to stay laps ahead?
“Xfinity Imagine That” is the launchpad for every activation, and the Xfinity product suite is how we bring it to life. It’s how we connect fans to their passions and deliver unexpected moments that unlock stories at the intersection of sport, culture, and technology. Through game-changing collaborations, we turn connections into experiences and experiences into connected storytelling.
How the team showed up
NASCAR fans don’t just watch—they collect.
Every paint scheme, die-cast car, and race drop feeds a culture of scarcity, ownership, and belonging. The “grail” mentality that defines sneaker culture has become deeply ingrained in motorsport fandom, where owning a limited-edition diecast or race-worn panels are a form of identity and pride.
This behavior mirrors the fandom dynamics of modern cinematic universes like the MCU and DCEU, audiences who follow interconnected storylines across multiple mediums, forming communities around shared continuity and collectibles. The same mechanics apply here:
Episodic storytelling keeps audiences returning for the next chapter.
Collectability creates emotional ownership.
Continuity builds community—each new release connects back to a larger narrative
Every race is more than points and turning left; it’s an episode in a serialized world of fandom.
Fans connect to drivers like characters, engage with paint schemes like story arcs, and see Xfinity as the tech leader that is making it all possible.
Xfinity Racing Patch Shop
Fans unlock access to the Xfinity Racing Patch Shop by sharing a photo with the car and following Xfinity Racing. Inside, the experience becomes tactile and personal.
Attendees collect exclusive patches from Xfinity, 23XI, and select NASCAR partners, each tied directly to moments, teams, and storylines featured on the Xfinity Racing Channel.
On-site stitching transforms the patches into custom keepsakes. Fans can take patches home loose or have them sewn onto an Xfinity bag or personal items purchased at the race, turning race day into something wearable.
Xfinity 23XI Silkscreen
Fans enter the Xfinity × 23XI Silkscreen Studio through a simple check-in touchpoint. A tap, name, and email unlock access to an exclusive, editioned print featuring the Daytona-specific Xfinity × 23XI paint scheme.
The experience is rooted in craftsmanship and precision. Each print is produced on site using traditional silkscreen methods, transforming race-day graphics into collectible artifacts fans can own.
