Airspeed represents the biggest investment made by 23XI Racing since acquiring licenses. The NASCAR Cup Series team, led by Bubba Wallace and Tyler Reddick, has brought a revolution to the sport. In a short period of three years, they have emerged as regular contenders for race wins and solidified their position as future championship contenders. Additionally, they have led the racing community by reinvesting in the team and attracting new partners.
Recently, the team completed the construction of their new headquarters, which they chose to name Airspeed. While it is common to refer to team facilities as race shops in NASCAR, the 23XI team opted for a different approach for marketing reasons. According to Fox Sports, any employee, including team owners, who refer to it as a shop will receive a disapproving look or similar response.
The intention behind this unique naming choice is to promote a culture within the company that goes beyond just a shop. Members of the 23XI team see Airspeed as a place of importance, and any reference to it as a shop is met with disapproval upon entering the facilities. Despite ongoing construction and the team already operating from the site, work continues on adding a 120-room hotel and a 1200-square-foot office space on the Campus. Once fully completed, Airspeed will set the standard for race shops within the NASCAR parking lot.
During discussions about the workshop, 23XI co-owner Denny Hamlin shared insights about the naming and branding process. The name Airspeed is a combination of his own name, “Speed”, and co-owner Jordan’s name, “Air”, just like they did with the team name. Their intention is to create a workshop that is far from ordinary, and they firmly believe that Airspeed is a suitable name for their racing workshop.
Although the team has not yet achieved a victory in the 2024 season since moving to the new workshop, they remain hopeful that it will come soon. Both Tyler Reddick and Bubba Wallace are in excellent form and just need the right car to win the race.
