The news hit hard and fast. Progressive Insurance stepped up as the anchor sponsor for Denny Hamlin’s No. 11 Toyota in 2025. After a shaky moment for Joe Gibbs Racing, where sponsor losses loomed like storm clouds, Hamlin couldn’t hide his relief. “It’s massive,” he said. After FedEx’s sudden exit, the $160 billion sponsor saved their 2025 season. That’s not just a sponsorship, it’s a lifeline, a spark of hope keeping the team’s dreams alive. But Hamlin has other collaborations going, which are beyond the racetrack for him and even closer to his heart.
Hamlin, the gritty three-time Daytona 500 champ, and Michael Jordan, the 6-time NBA Champion turned NASCAR co-owner, are proving they’re an unstoppable duo. Hamlin and Jordan have a connection much deeper than just being team co-owners of 23XI Racing. Denny Hamlin’s Air Jordan obsession is public. “I’ve got every single one,” Hamlin bragged, showing off 300 pairs, some banned by the NBA, others custom-made with Jumpman logos for his racing crew. Now, he just added another stellar one to his collection.
Denny Hamlin has a new item for his massive collection
Denny Hamlin is no stranger to flaunting this bond with Jordan. He once gifted Kyle Larson a custom pair at Jordan’s Grove XXIII golf club. It was a unique peace offering, as many called it. Hamlin also donned Jordan’s white fireproof Jordan 1s for the Clash at Bowman Gray earlier this season. This new addition, however, represents a connection to the origins of Michael Jordan and NASCAR as a whole.
Then Instagram post jointly shared by Denny Hamlin and Air Jordan gets your attention. “Outdid yourself again @jumpman23 ” read the caption. The video displayed lovely blue colored kicks, the fireproof UNC Air Jordan 1 representing Michael Jordan’s North Carolina roots. Jordan is from Wilmington, North Carolina, and also played college basketball for the University of North Carolina, leading them to the 1982 NCAA title. Jordan’s connection with NASCAR stems from his NC roots, as the sport originated in the state and has been one Jordan has followed since he was a kid. This was yet another addition to a long line of kicks Hamlin has received from Jordan.
Hamlin loves rocking Jordan’s kicks, and he doesn’t even shy away from wearing them when doing philanthropic work. FedEx Cares and Operation Warm hosted a special event in 2023 at a Boys & Girls Club in Charlotte, North Carolina, where they custom-fit 150 children in need with new shoes. As part of the event that Hamlin personally attended, all the children were allowed to design Hamlin’s shoes. Outside of flaunting new shoes, Hamlin and Jordan have been working hard at bringing stability to 23XI Racing amidst the NASCAR lawsuit.
23XI Racing recently locked in with Upper Deck as a major sponsor. “Upper Deck is thrilled to deepen our partnership with 23XI Racing,” said Jason Masherah, their president. This deal, kicking off earlier this year, means exclusive trading cards and memorabilia, spotlighting stars like Bubba Wallace. Together, these deals scream stability, ambition and a slap to anyone doubting them, especially with NASCAR counter-suing 23XI and Front Row Motorsports over antitrust claims.
This isn’t just a collaboration, it’s a fireproof bond. With Jordan’s competitive juice flowing through 23XI, you can feel the stakes. NASCAR’s throwing punches with the countersuit, but these two are swinging back, sneakers on, hearts full, and with fans cheering. It’s a legacy in motion.
NASCAR fans can’t get enough of Denny Hamlin and Michael Jordan
“Denny Hamlin confirmed UNC status,” one fan comment read, tying it all back to Jordan’s North Carolina roots and adding Hamlin to the historic UNC connection. Jordan was one of the greatest players in UNC basketball history, as he was named college player of the year in his sophomore and junior years on the team.
One fan commented, “A pair of shoes he can wear to put out fires in his backyard!” This was a reference to Hamlin’s tryst with a fire breaking out in his backyard after the Pennzoil 400 this season, which led to a rather hilarious story that he spoke about on his Actions Detrimental podcast. “Those kicks are ,” another commented, not referencing the fire at Hamlin’s home but just how good these kicks look.
One fan commented, “Denny and MJ are untouchable!” Earlier, we’d seen Hamlin, decked out in fireproof racing gear, strutting his stuff in “Unbannable” Air Jordan 1s—Carolina blue, bold, and dripping with MJ’s legacy. However, one fan feels it’s time we see a Denny Hamlin x Michael Jordan sneaker, writing, “Can we get an official Hamlin drop?”
The new fire-proof edition seems to be a continuation of those shoes only. This might add to the fire suit Hamlin already wears during races. It’s not just gear but a statement. A nod to Jordan’s banned NBA sneaker days, now reborn in NASCAR’s high-octane world. What do you think of Hamlin’s new kicks? Let us know in the comments!
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