Can This Eric Emanuel Collaboration Help NASCAR Attract New Fans?
Eric Emanuel discusses his new collaboration with NASCAR, which features a pair of mesh shorts and a custom show car. NASCAR hopes it will attract new fans.
Image via NASCAR
NASCAR has an interesting relationship with streetwear. Despite the professional racing company not being as popular with a mainstream audience as say the NBA or NFL, its products have still managed to become fashion statements for many people. Colorful, all-over print T-shirts representing everyone from the late legend Dale Earnhardt to the random driver in the back of the pack have long been a hot commodity in the vintage community. Racing jackets created by Jeff Hamilton in the ‘90s and 2000s covered in brand sponsorships have also been a go-to vintage item. Supreme has even crafted its own variations in the past. But now NASCAR is setting its sights on a new garment as a means to tap into the streetwear community: a pair of mesh shorts.
Releasing this Friday, NASCAR has partnered with popular designer Eric Emanuel for a limited edition collaboration centered around his notorious shorts. To fit the racing theme, they’ve covered the shorts in a sublimated checkered flag print. Additional details include a royal blue EE logo and official NASCAR branding on the opposite leg. The drop comes in anticipation of the NASCAR season’s championship race taking place this Sunday in Phoenix.
“NASCAR is actively trying to expand the vision and the audience. Obviously, one of the easiest ways to get to a younger generation would be through apparel. I think so many kids are already familiar with NASCAR IP given they wear vintage NASCAR shirts, things of that nature. So this just gives them another chance to introduce themselves to NASCAR,” says Emanuel. “The fact that [NASCAR is] actually properly dedicated to engaging consumers and viewers is amazing to me. It’s just classic Americana. It’s a sport that doesn’t necessarily pop up top of mind, but it should, and it could.”
Emanuel says that his obsession with logos is part of the reason he was intrigued to take on the partnership. While he doesn’t claim to be a diehard NASCAR fan, he grew up 40 minutes away from the Watkins Glen International race track and had attended a handful of races as a kid. Along with the special colorway of his mesh shorts, Emanuel was also given the opportunity to design a show car that will be parked out front of his New York flagship at 91 Greene St. beginning this Friday. Staying true to the brand, the car is covered in a mesh pattern and a giant EE logo is stamped on the hood.
“The number one most important thing was that we wanted it to be a mesh car. We still wanted it to live in the Eric Emanuel world. The graphic actually looks like a pair of shorts, which I think is amazing,” Emanuel tells Complex. “The colors are also very reminiscent of Hot Wheels from my childhood. So it’s super cool. I think it will be something cool for the city.”
From NASCAR’s perspective, they are hoping that partnering with a big streetwear brand like Emanuel’s will continue to help their efforts of reaching a younger and more diverse audience.
“We’re very purposeful and strategic about the audiences we are going after and the places we are showing up. This isn’t something we would do with any partner, but Eric was the right partner,” says NASCAR Managing Director of Fan Engagement David Zane. Some of the company’s other recent partners have included New Orleans Saints star running back Alvin Kamara and former NFL wide receiver Brandon Marshall’s I AM ATHLETE podcast. While Zane acknowledges these efforts likely won’t result in bringing tons of new fans to the race track overnight, making them aware of NASCAR is the first step in the process. “Certainly in the past there has been a stigma [around NASCAR], but I think as a sport we’ve made a lot of purposeful, but bold moves to try and break those barriers down and make the sport more open and welcoming.”
Aside from this one-off project with NASCAR debuting this Friday, shorts season is effectively over for Eric Emanuel for the time being. To provide proper attire for the colder months, the brand’s drops will now center around items like hoodies and sweatpants. Special drops, such as a trio of Atlanta Braves New Era fitted caps to celebrate the team’s recent World Series victory will also arrive sporadically. Rather than stick to just traditional fleece sweats, Emanuel will also offer boucle sweatpants in the coming weeks in bright color schemes like yellow, orange, and baby blue. He refers to the material as the “epitome of cozy.” When it comes to future projects, the designer says he still has his eyes set on one thing specifically, an official collaboration with his hometown school, Syracuse University.
Perhaps the biggest news for the brand is a second flagship store that is set to open in Miami’s Design District in December. Catering to the warmer climate, the product range will differ from its northern counterpart. Of course, that means shorts will be available. Like his New York flagship in Soho, the new space has also been designed by his good friends at New York Sunshine.
“It looks like it’s really thought out, but I made the decision on Miami within like a week,” says Emanuel. “I’m very sporadic, but I think for the most part, knock on wood, these sporadic decisions have led to success. So, hopefully this one does too.”