A new collaboration between Jimmie Johnson’s family and the Justice brand marks NASCAR’s latest effort to reach a younger, more diverse audience. Announced at the start of 2026, the Jimmie Johnson Justice partnership specifically targets tween girls, aiming to introduce a fresh generation to the excitement of motorsports through fashion and family connections.
NASCAR and Justice Team Up to Inspire the Next Generation
NASCAR’s new partnership with Justice, a leading lifestyle and fashion brand for tween girls, brings together bold style and racing heritage. The NASCAR x Justice collection reflects both brands’ commitment to making fandom accessible and exciting for young fans. By merging Justice’s vibrant, trend-forward designs with NASCAR’s iconic motorsport imagery, the collection encourages self-expression and celebrates girls’ interests in a way that feels modern and age-appropriate.
Highlighting the importance of this launch, the collaboration uses Jimmie Johnson’s daughters as the faces of the campaign. Their involvement, alongside Johnson’s role as a seven-time NASCAR Cup Series champion, brings a family-focused narrative and shows how NASCAR can resonate with girls through both fashion and shared stories.
“The NASCAR x Justice collection encourages tweens to embrace the confidence that comes with celebrating what they love, while offering guardians accessible, age-appropriate styles they can feel good about,”
said Elizabeth McCusker, Vice President of Marketing for Justice.
“This collaboration reflects the growing influence of fandom-driven fashion and the exciting way iconic brands can connect across generations.”
– Elizabeth McCusker, Vice President of Marketing for Justice
Launching a Playful, Accessible Collection for Tween Girls
Debuting on January 4, 2026, the NASCAR x Justice line introduces over 33 styles designed with playful graphics, sporty influences, and nostalgic touches derived from NASCAR’s history. Items include a bomber jacket decorated with racing-style patches and vibrant color blocks, retro-inspired flare denim, an oversized graphic tee with recognizable NASCAR themes, and a cozy set of fleece hoodie and joggers intended for comfort throughout the day.
Focused on versatility, each piece offers easy mix-and-match options so tweens can transition from school to weekends with ease. With affordability in mind, the collection starts at just $7, ensuring that accessibility remains at the forefront for families.
Elizabeth McCusker emphasized how the partnership empowers young girls to confidently show their passions, while also making sure that parents feel comfortable with the styles their children choose.
Expanding NASCAR’s Engagement with Families and Tweens
The scope of the Jimmie Johnson Justice partnership extends past just the collection. NASCAR plans to deepen engagement by producing social media content and storytelling featuring the Johnson family. These efforts will be aligned with some of NASCAR’s biggest events, weaving the sport’s legacy into the lives of new, younger fans.
“At NASCAR, we’re focused on creating meaningful connections with the next generation of fans,”
said Megan Malayter, Vice President of Licensing and Consumer Products at NASCAR.
“This collaboration with Justice allows us to engage girls and families in a fun, authentic way that brings together fashion, sport, and community.”
– Megan Malayter, Vice President of Licensing and Consumer Products at NASCAR
As part of the experiential outreach, Justice will host a branded activation at the Daytona 500 from February 12 to 15, inviting fans to explore the collection and experience NASCAR’s world up close.
Looking Ahead: Building Fandom and Community through Fashion
This partnership symbolizes a broader shift in how established brands like NASCAR seek to connect with new audiences. By spotlighting tween girls and involving well-known families such as Jimmie Johnson’s, the collaboration is set to spark enthusiasm and inclusivity within motorsports. With immersive experiences at marquee events like the Daytona 500 and a focus on fashion-driven fandom, NASCAR and Justice are crafting avenues for families, young girls, and longtime fans to come together and celebrate the sport in innovative ways.
NASCAR has partnered with Justice, the leading fashion and lifestyle brand for tween girls.
Justice has partnered with Jimmie Johnson, with his daughters serving as the faces of the collection. https://t.co/U7QJGyVxx4
— Jayski (@jayski) January 7, 2026
