Trackhouse Boss Reveals How His & Michael Jordan’s Teams Are “Upsetting the Traditional Model” of NASCAR

When thinking of NASCAR, names like Hendrick Motorsports or Joe Gibbs Racing roll off the tongue thoughtlessly. Founded before the 2000s era, these teams are the undisputed champs of the sport. But their success didn’t come overnight. Pouring their blood, sweat, and tears into the team, owners, and founders have toiled, following NASCAR’s traditional way of earning success, i.e. countless years of planning, racing, and business experience.

But in recent years, newer teams have been disrupting their dominance, challenging the traditional ways. Recently, Trackhouse Racing team’s boss, Justin Marks revealed how his and Michael Jordan’s 23XI Racing team are upsetting NASCAR’s traditional model.

What did Justin Marks say?

Marred by Covid-19, the year 2020 also saw the formation of two new NASCAR teams. Tying up with Denny Hamlin as a minority partner, NBA legend Michael Jordan announced the formation of the 23XI Racing team, with NASCAR’s only African-American full-time Cup Series driver, Bubba Wallace piloting the #23 Toyota.

For the 2023 season, 23XI Racing then signed Tyler Reddick. A part-time NASCAR driver himself, Justin Marks also announced the formation of the Trackhouse Racing team, adding rap sensation Pitbull as a co-owner. With Chip Ganassi Racing departing from the Cup Series in 2021, Marks pounced on the opportunity to purchase CGR’s assets. 

First adding Daniel Suarez to his arsenal in 2021, Marks then added Ross Chastain to the Trackhouse Racing team for the 2022 season. With Chastain behind the wheel of the #1 Chevy, Trackhouse Racing team made waves last season by securing the second rank in the 2022 Cup Series championship.

Achieving such success in just the team’s second season, Trackhouse Racing quickly established itself as a fierce competitor on NASCAR’s tracks. Speaking to Forbes’ Joseph Wolkin at Pocono, Justin Marks said, “The biggest lesson and one that continues to happen is how to exist in this industry as a new team and as a challenger team. We’re living around the reaction of the industry.”

He further added, “There’s an element of the industry that doesn’t love it because we’re upsetting the traditional model. 23XI is doing the same thing. It’s been an interesting journey to see how the industry is reacting and then continuing to operate strategically in that environment.”

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The next relevant ask would be: How exactly the traditions are being turned on its head?

Trackhouse Racing way is the new way

Ever since its inception in 1948, NASCAR has strictly fielded drivers from its motherland, America. While other motorsports do see driver participation from all over the world, NASCAR hasn’t been all-inclusive. Challenging the traditional norms, Justin Marks then established Project 91 in 2022.

This part-time Cup Series team would allow international driving talents to try out a hand at NASCAR’s circuits. Roping in the 2007 Formula 1 world champion, Kimi Raikkonen in 2022, Marks then opened the doors to three-time Supercar Series champion, Shane van Gisbergen in 2023. 

Following in Justin Marks’s footsteps, 23XI Racing too added the part-time #67 car to its arsenal for 2023, fielding motorsport icon Travis Pastrana, also inviting FIA World Endurance Championship driver, Kamui Kobayashi to partake in the upcoming Indianapolis Cup Series race event.

This act of inviting drivers from other realms of the motorsport world has been frowned upon by quite a few in the NASCAR community. Yet Justin Marks and Michael Jordan have held their ground, giving a new direction to the traditional sport.

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