Just days after launching our partnership with 23XI Racing, Tyler Reddick delivered one of the biggest wins in motorsports…crossing the finish line of the Daytona 500 in first place. A defining moment, not just for the team, but for everything this partnership was built to represent.
Preparation. Precision. Performance without compromise. This is what it looks like when a winning mindset meets the moment.
A Partnership Built on More
When we partnered with 23XI Racing, it wasn’t about placing a logo on a product. It was about aligning with a team that shares our belief that excellence lives in the details.
Founded by legends and built for the future, including influence from icons like Michael Jordan and Denny Hamlin, 23XI represents a new era of racing. One where culture, innovation, and relentless preparation define success long before race day arrives.
From the beginning, Tyler recognized the alignment. “This collaboration represents performance, legacy, and chasing excellence,” Reddick shared. “The attention to detail, quality, and durability really stands out. Because they’re willing to go the extra mile to meet those standards, it’s a perfect fit for 23XI.”
Every stitch, every material, and every decision is made with intention.
Daytona: Where Preparation Becomes Performance
The launch came to life at Daytona International Speedway, one of the most iconic stops in all of NASCAR, and we showed up accordingly. Our activation wasn’t just a pop up, it was an experience. Throughout race weekend, fans stepped inside the world of melin x 23XI through an immersive brand presence that showcased the collection in its natural environment: trackside, surrounded by speed, energy, and anticipation. The response was immediate. Fans connected with the Speed Camo design, a pattern inspired directly by Airspeed, the home of 23XI Racing. More than a visual element, it represents the foundation beneath every lap turned and every limit pushed. It’s a symbol of where performance begins. The activation brought fans closer to the team, the product, and the mindset that drives both. Because this partnership was never just about what you wear, it’s about what it represents.
Designed for Those Who Move Forward
The melin x 23XI collection was built with the same intention as the team itself: engineered for performance, refined for everyday wear. Featuring advanced materials, lightweight construction, and uncompromising durability, these pieces are designed to perform under pressure…on track, off track, and everywhere in between.
For Tyler, comfort and focus are inseparable. “Comfort means everything to me, especially on race day. But the way this hat integrates parts of the Airspeed DNA is what truly stands out,” Reddick said. “Providing our fans access to the same hats we’ll be wearing at the track brings the team and fans together. When you wear it, you’re part of what we’re building.”
That connection…between athlete, headwear, and community…is where legacy begins.
This Is Just the Beginning.
The Daytona 500 marked the start of a new chapter for melin and 23XI Racing.
A partnership rooted in performance, elevated by culture and defined by those willing to go further. From the design studio to the track, from preparation to podium, this collaboration represents what’s possible when two organizations move with the same purpose.
Built for performance.
Built for legacy.
Built for moments like this.
Forward Together. Always.
Shop the 23XI Collaboration here.