818 Tequila, co-founded by Kendall Jenner, is driving into new territory, NASCAR. In a bold move blending lifestyle with motorsport, the brand partnered with Rajah Caruth, one of NASCAR’s rising stars, to push its presence beyond traditional spaces.
Why this matters? NASCAR has a diverse, passionate fanbase that brands are increasingly eyeing for cultural relevance. By tapping into this space, 818 isn’t just promoting tequila, it’s aligning with community, authenticity, and untapped cultural moments.
Rajah’s personal story, young, Black, and breaking barriers in a legacy sport, mirrors 818’s own ethos of standing out in a crowded category. The partnership included limited-edition merch, digital content, and on-ground activations that fuse fandom with lifestyle.
It’s a smart play for a celeb-backed brand aiming to build credibility from the ground up, and not just the top shelf.
Key Takeaway:
818’s NASCAR move proves cultural marketing isn’t just about flashy collabs, it’s about finding unexpected intersections that resonate authentically.