In the sun-drenched pits of Rockingham Speedway, Toni Breidinger refreshed herself with a can of Celsius before zipping up her fire suit and climbing into her No. 5 Toyota Truck. Just days later, she’s traded racing gear for designer clothes, representing Coach in their latest campaign. This seamless transition between high-speed racing and high-fashion modelling isn’t new for NASCAR’s most visible female driver. But it represents something unprecedented in the sport’s history – a crossover star whose influence extends far beyond the track into a $6.9 billion fashion empire.
Breidinger’s journey from being the first Arab-American woman to compete in NASCAR to landing major fashion campaigns parallels NASCAR’s own evolution. She’s more than just a race car driver and was recently featured in the Sports Illustrated Swimsuit issue. Over the years, she’s made appearances as a model for brands like GAP and Victoria’s Secret with representation from IMG Models, one of the top agencies in the business. And add five million plus followers on social media, she becomes an easy choice for any other brands to collaborate with. Guess what? She’s already cracked another major deal, featuring alongside other influential athletes.
Racing Beyond the Track
Coach has enlisted Breidinger as one of the faces for their recently launched $145 Soho Sneaker campaign, titled “Not Just for Walking.” The NASCAR Truck Series driver joins an eclectic cast that includes Auburn basketball player Tahaad Pettiford, singer-rapper Audrey Nuna, model Giovanna Ramos, and WNBA player Satou Sabally. According to Coach, these personalities were selected specifically for “their affinity with sneaker culture, their interesting stories and their distinct personal style.”
The campaign, directed by Colin Tilley with still photography by Chris Maggio, showcases the versatility of the Soho Sneaker through playful scenarios. In the promotional film, Toni Breidinger creatively uses the sneaker to prop up her phone while listening in on race communications – a clever nod to her motorsports career.
“With the launch of our Coach Soho sneaker, we wanted to tell a different kind of story. Not about hype. Not about status. Not about collecting. But about real life — and what consumers want from a sneaker today,” explained Joon Silverstein, Chief Marketing Officer for Coach. The Soho Sneaker, which debuted at Coach’s spring 2025 runway show, draws inspiration from cross-training footwear of the late ’80s and early ’90s era.
.@Coach has enlisted NASCAR driver @ToniBreidinger to be part of a new advertising campaign around its recently released $145 Soho Sneaker.
Breidinger joins Auburn basketball player Tahaad Pettiford, singer Audrey Nuna and WNBA player Satou Sabally in the campaign. pic.twitter.com/c1u8tDtkEb
— Adam Stern (@A_S12) April 23, 2025
Breidinger continued her career of breaking barriers after becoming the first NASCAR driver to model for Victoria’s Secret in 2022 by securing a partnership with Coach. As a 25-year-old driver, the athlete runs two successful careers by competing completely in the NASCAR Craftsman Truck Series and establishing a fashion modelling career with luxury brands. Her position as a NASCAR driver enables her to profit from both a wide-ranging online influence with around 2.5 M Followers and racing audiences by directing new viewers toward NASCAR and fashion followers to racing.
“I wouldn’t be racing if it wasn’t for modelling,” Toni Breidinger candidly told SB Nation in a recent interview. “Like, quite honestly, I wouldn’t have the funds to go do it. I think that’s an important part of how I’m even able to race. I wouldn’t be here without it.” She also opened up about how her modeling career has helped fuel her on-track pursuits.
“They kind of work perfectly for me because I do leverage my modeling to help me get behind the wheel…they kind of really go hand in hand for me. And I feel like I’m able to balance them really well.” She added. And next thing you know, she secured a full-time ride in the NASCAR Truck Series with Tricon Garage for 2025. However, she is yet to get that breakthrough result after 7 weeks of racing.
Balancing Fame With On-Track Challenges
Despite her rising profile off the track, Breidinger has faced considerable challenges in her rookie Craftsman Truck Series campaign. At Bristol Motor Speedway’s recent Weather Guard Truck Race, she was tracking toward her best finish of the season before hitting the wall in the final stage. She ultimately finished 25th, ahead of fellow celebrity driver Frankie Muniz, who placed 31st.
“Yeah, I mean just keep improving,” Breidinger told Frontstretch after the race. “I feel like I’ve gotten a little bit better every race; just execution hasn’t been there. Results haven’t been there. Gonna start putting everything together.” The 25-year-old Toyota driver has demonstrated promise before, finishing fourth in the 2024 ARCA Menards Series—a development path known for producing future Cup Series talent. She did pretty well and notched her first top 20 finish of the season with the return to Rockingham Speedway.
While Breidinger works to find her footing in NASCAR’s competitive Truck Series, her marketing partnerships with brands like Coach continue to flourish. This balance exemplifies the modern NASCAR driver’s dual role as both athlete and brand ambassador. In a sport where finding sponsorship has been tough, Briedinger has struck a perfect balance between her modeling, rodeo, and competitive racing.
The post After Victoria’s Secret, Toni Breidinger Roped In by $6.9 Bn Fashion Powerhouse Alongside Sports Industry Elites appeared first on EssentiallySports.
