NASCAR is embracing a so-called “redneck” rebrand as part of its strategy to reclaim its traditional Southern and working-class identity. To some, this comes at the expense of previous efforts to modernize and appeal to a younger audience. To others, it is a welcome return to the sport’s roots.
This shift is evident in the organization’s new “Hell Yeah” marketing campaign, which features unapologetic, high-energy commercials highlighting the sport’s raw excitement. They kicked it all off with a bar-setting ad for the 2026 Daytona 500.
It's history. It's America.
— NASCAR (@NASCAR) December 27, 2025
It's the #DAYTONA500. pic.twitter.com/RSawomoZi7
The rebrand comes amid controversy following the resignation of former CEO Steve Phelps, whose leaked texts disparaging team owner Richard Childress as a “stupid redneck” ignited debates about the sport’s cultural roots and authenticity.
Ken Schrader Backs NASCAR’s Nostalgic Effort
Veteran NASCAR figures Kenny Wallace and Ken Schrader recently discussed the rebrand on the Herm & Schrader podcast, with a particular focus on the new commercials.
“Now everybody is using the word ‘redneck’ because it is a badge of honor. We are rednecks, and ‘hell yeah’ comes out. And NASCAR just says it’s gonna be called ‘Hell Yeah,'” Wallace said.
“And so now, these line of commercials that come out, and they were on the gas right away. So at the bar we’re drinking even the Busch Beer in the counter, and I like it, some people say, well, it’s insulting my intelligence. I’m like ‘No, we’re all in the bar,’” he added.
Schrader is particularly defending the NASCAR rebrand against critics who view “redneck” as some outdated or offensive term. He succinctly praised the move with three words.
“Our sport’s changed a lot, but that’s what started our sport. It’s that kind of stuff, and I say that, not always. But it’s always been. It’s been a big part of it, so yeah. You gotta do something,” Schrader, a longtime driver, explained.
“You gotta create some excitement. More power to them for going back to grassroots to create some excitement,” he added. “I like it.”
READ MORE: Hateful Messages About ‘Redneck’ Owner and Legal Battle Force Out NASCAR Commissioner
Going Back to Their Roots … In Some Aspects
NASCAR’s redneck roots trace back to its origins in the Prohibition era, when moonshine runners in the rural South modified cars to outrun law enforcement, laying the groundwork for stock car racing.
Founded in 1948 by Bill France Sr. in Daytona Beach, Florida, the sport grew from dirt tracks and small-town events, embodying a culture of ingenuity, rebellion, and community among working-class enthusiasts.
This heritage, often associated with Southern stereotypes, has been both a source of pride and a challenge as NASCAR expanded nationally. That internal struggle was on full display when Phelps was exposed for calling a legendary team owner a “redneck.”
During legal proceedings regarding an antitrust lawsuit filed by Michael Jordan’s 23XI Racing team and Front Row Motorsports, inflammatory text messages from Phelps were revealed, including one where he referred to Childress as a “stupid redneck” who “needs to be taken out back and flogged.”
You might as well just be calling all your older fans that, Chief. Phelps announced his resignation last week.
The current rebrand signals a deliberate effort to honor NASCAR’s foundational spirit amid evolving fan demographics. Do the fans like it? What say you?