Nascar has agreed a licensing deal with Italian shoe brand HeyDude, which is owned by American footwear giant Crocs.
Contract:
- Three of the five designs from new collection are inspired by Nascar drivers Chase Elliott, Kyle Larson and Dale Earnhardt Jr
- Collection is available for purchase through the HeyDude website, Rack Room Shoes, and select retailers
Context:
HeyDude has Italian origins, but was acquired by American footwear company Crocs for US$2.5 billion in December 2021. Crocs signed a licensing partnership with Nascar ahead of the 2024 season, so this deal represents an expansion of that existing contract.
US ownership has seen HeyDude’s focus shift to the premier motorsport series in the country, which should provide a great opportunity to build brand awareness.
Comment:
“HeyDude is an ideal partner to add to Nascar’s licensing portfolio, and one that will absolutely resonate with Nascar fans” said Megan Malayter, Nascar vice president of licensing and consumer products.
“The brand’s ability to delivery easy-on, easy-off comfort with designs that allow our fans to stylishly express themselves and their passions is a perfect fit at or away from the race track.”
Coming next:
Nascar has three races left of its regular season before the playoffs. The series next visits the Michigan International Speedway on 18th August.
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