The American auto racing company, best known for stock car racing, NASCAR has announced its first licencing arrangement with Lululemon, one of the several firms that have assisted in creating over 200 different items of clothing for the upcoming Chicago street race.
Returning for its second edition, Legends Global Merchandise is the official NASCAR onsite merchandise distributor for the event. There are six ‘Pit Stop’ stores located across the circuit, ranging from an 82-by-82-foot tent near Buckingham Fountain to four independent trailers.
.@Lululemon has signed its first ever licensing deal with @NASCAR around this weekend's @NASCARChicago event, with items ranging from branded tank tops and T-shirts for $70 to leggings for $150. pic.twitter.com/hZUMKSGrNI
— Adam Stern (@A_S12) July 4, 2024
As part of the deal, branded tank tops and T-shirts costing $70 to leggings costing $150 were manufactured by Lululemon, while other licensees that created apparel for the event included Nike, 47 Brand, New Era, Johnnie O, Horn Legend, Columbia, and RTIC.
Additionally, NASCAR collaborated on merchandise with the White Sox, Cubs, and Blackhawks. NASCAR also collaborated with local urban historian Shermann ‘Dilla’ Thomas this year on t-shirts featuring his Chicago is Dope line, which highlights Chicago’s legacy in racing, including staging the event that is purported to be the nation’s first motor race in 1895.
For the second year in a row, local sportswear company Clark Street Sports also collaborated with NASCAR and held a number of pop-up events this week across the city.