On July 29, 2025, Bubba Wallace delivered a remarkable performance by winning the prestigious Brickyard 400 at Indianapolis, overcoming fierce competition from Kyle Larson. This victory was not only a personal triumph for Wallace but also a significant milestone for 23XI Racing, driven by the strategic guidance and long-term vision of co-ownerDenny Hamlin. Hamlin himself finished third in the race but was focused on the team’s overall success, celebrating alongside Wallace and emphasizing the impact of his carefully crafted plan for 23XI’s growth and consistency.
Foundation of a Long-Term Strategy by Denny Hamlin
Established in 2020 by NBA legend Michael Jordan and NASCAR star Denny Hamlin, 23XI Racing began with a bold mission: to become a race-winning, championship-contending team within five years. At its inception, the team operated on a minimal scale with Bubba Wallace as its only driver and a fresh partnership with Toyota. Hamlin’s 5-year vision became the backbone of 23XI’s resilience amid numerous challenges, including ongoing NASCAR lawsuits and the recent loss of charter security, which has strained its financial stability and sponsorship opportunities.
Now halfway through 2025, the team’s trajectory reflects Hamlin’s early ambitions. Wallace’s Brickyard 400 win has secured 23XI a spot in the playoffs and positioned the team to potentially qualify two cars for the championship. Steve Lauletta, 23XI’s president, praised the groundwork laid by Hamlin, saying in a Sirius XM NASCAR interview,
Image of: Denny Hamlin
“We talk about the 5-year plan that Denny set out. And we’re here 5 years in 23XI. It’s just a great feeling to get that life on the bubble…Knowing that we’re in the playoffs, we could focus forward.”
A Key Role Played by Leadership Decisions and New Crew Chief
Part of 23XI’s recent success stems from astute off-season team changes, including appointing Charles Denike as Bubba Wallace’s crew chief. Denike, a veteran of the Craftsman Truck Series and a former military serviceman, replaced Bootie Barker in the No. 23 team, proving to be a pivotal move. Lauletta highlighted the smooth transition and collective effort involved, stating,
“I think they’ve been running really well all year. So nobody was ever losing faith that this was what the end result was going to be, that they were gonna make it to Victory lane. I think Dave Rogers, our competition lead, worked super hard – the transition from Bootie, finding Charles Denike in the Truck Series, and getting him and Bubba together. So it shows that that was the right move.”
These improvements not only helped Wallace clinch victory but also reinforced 23XI’s competitiveness and cohesion as they continue to push towards championship contention.
Innovative Branding Efforts Amidst Legal and Financial Challenges
While facing legal battles and the financial strain of running as an open team without charter privileges, 23XI Racing has sought to strengthen its brand presence and fan engagement. On July 25, 2025, the team organized its first Intersect event, a multifaceted platform blending car culture, music, and fashion, sponsored by Xfinity. This initiative was developed over six months by vice president Jamie Ruiz and successfully integrated 23XI drivers and key partners including McDonald’s, Monster Energy, Logitech, and the Air Force.
The event attracted over 1,900 registrants who also received tickets to the Brickyard 400, creating a synergy between fan experience and on-track success. Ruiz emphasized the strategic shift towards evolving 23XI’s brand identity, saying,
“As we continue to talk about ‘How do we evolve the brand and constantly show up in new ways,’ it started with Bubba’s idea of Bubba’s Block Party with a NASCAR-owned initiative of how are we reaching new fans, in the community, doing things that are organic. We wanted to move that over to a 23XI-led innovation. That way, we could integrate all of our partners, all of our drivers. And it wasn’t going to be limited to just Bubba.”
The Broader Impact and Future Ahead for 23XI Racing
Bubba Wallace’s victory at the Brickyard 400 marks more than just a race win; it symbolizes the fruition of Denny Hamlin’s carefully constructed 5-year vision that began in 2020. Despite the hurdles posed by financial uncertainty, legal disputes, and intensified competition, 23XI Racing continues to build momentum with a strong team dynamic and innovative outreach strategies.
As Wallace has silenced his critics with this triumph, and with two cars now realistically aiming for the championship, the team stands at a critical juncture. The coming months will determine whether Hamlin’s long-term approach cements 23XI’s place as a consistent contender in the NASCAR Cup Series. Fans and stakeholders alike are waiting to see how this promising moment in Indianapolis will propel the team into a new era of racing success.
