Michael Jordan Joins Forces with NASCAR Stars Corey Heim and Denny Hamlin

When you think of Michael Jordan, the first image that pops up is usually a basketball soaring toward the hoop, not a stock car screaming around a superspeedway. Yet, over the past few years the former NBA legend has been quietly building a serious presence in NASCAR, most notably through his 23XI Racing team, which he co‑owns with veteran driver‑turned‑owner Denny Hamlin.

Now, at a press event held at Charlotte Motor Speedway on Tuesday, Jordan confirmed the next big move for the outfit: a partnership that will see young Xfinity standout Corey Heim step up to the Cup Series and share the garage with Hamlin. "It’s about giving talent a chance to shine on the biggest stage," Jordan said, flashing his characteristic grin. "Corey’s got the fire, the skill, and the drive – literally and figuratively – to compete with the best."

Heim, 24, has spent the last two seasons impressing fans and teams alike with consistent top‑10 finishes in the Xfinity series, including a win at Atlanta. While he’s still a rookie in the premier series, his crew chief, Greg Papadopoulos, believes the transition will be smoother than most. "We’ve been working with the 23XI crew all season in the shop, so the chemistry is already there. It’s just a matter of taking that speed onto the track," he explained.

Denny Hamlin, a three‑time Daytona 500 winner and the other half‑owner of 23XI, expressed excitement about the new driver lineup. "Having Corey in the car adds a fresh perspective and a competitive edge. It pushes all of us to get better, and that’s what racing is all about," Hamlin said, before adding a light‑hearted jab about Jordan’s famous “Airness” nickname: "Maybe I’ll start calling the car the ‘Air Jordan’ after we get a few wins!"

The partnership goes beyond just swapping drivers. Jordan’s brand is expected to roll out a line of co‑branded merchandise, ranging from caps and jackets to limited‑edition sneakers featuring the iconic Jumpman logo alongside the 23XI colors. Fans can already glimpse the design on the team’s social media, and the buzz is palpable.

From a business standpoint, the deal also includes a strategic investment from Jordan’s sports‑apparel empire into the team’s technology and data‑analytics division. “Data drives performance,” Jordan noted, “and we’re putting the best tools at our drivers’ fingertips.”

Looking ahead, the trio plans to debut the new driver lineup at the upcoming spring race at Las Vegas Motor Speedway, with a full season campaign slated for later that year. If everything goes as hoped, the partnership could mark another milestone in Jordan’s ongoing love affair with motorsport – a love that, as he put it, “just keeps revving higher.”