Brodie Butterfield, a tech worker in Australia, walked into his job one day and saw a colleague in a vintage Dale Earnhardt Sr. shirt. Earnhardt Sr., who won seven championships in the top-level NASCAR Cup Series before his fatal crash in the 2001 Daytona 500, transcended the sport in his iconic No. 3 car. Butterfield thought he’d found a fan, greeting his colleague with: “Raise hell, praise Dale!”
It didn’t land.
“He looked at me like I had two heads,” Butterfield told ESPN. “I knew he was a casual Formula One fan, so I thought maybe he’d broadened his horizons. After probing, [it] turned out he had a tenuous grasp on what NASCAR even was.”
NASCAR streetwear is in. The challenge is bringing NASCAR along with it.
“The idea that Drake even mildly knows who my dad is, is cool to me,” Dale Earnhardt Jr. told ESPN. “I got a chance to interview him at the Kentucky Derby last year, and I don’t think he knew who I was. He still might not know who I am, but he’s wearing the jacket.
“I’m certain somebody said, ‘Hey, here’s who Dale Earnhardt was.’ He might have gotten at least a two-minute refresher course on what the jacket was all about. I think if that’s all it is, that’s great. But if Drake ends up coming to a race and wanting to learn more, I think that will encourage a lot of people outside of that NASCAR bubble to come check us out.”
Earnhardt Jr. said that’s always been the challenge: making NASCAR and its personalities mainstream, like his father or Jeff Gordon. If doing that means playing into nostalgia, the Y2K renaissance is the perfect time.
“It’s funny,” Earnhardt Jr. said. “We kind of shift from decade to decade. We were obsessed with the ’80s. Before that, the ’70s. Now, everybody’s going: ‘Oh man, everything was better in the ’90s.’
“I think we should absolutely lean into the imagery and pop culture, but also what was happening in our own sport. Jeff Gordon was becoming a national — if not a global — icon, and I think we peaked around 2004. The ’90s was the buildup to that.”
Much like pop culture, modern NASCAR is trending toward the ’90s. North Wilkesboro Speedway — a beloved North Carolina track that hosted NASCAR’s top divisions from 1949 to 1996 — is back on the schedule after sitting in decay, thanks in large part to Earnhardt Jr.’s efforts to revive it. Meanwhile, the people behind some of NASCAR’s most iconic apparel are dialing back the years on their work.
Ryan Williams, a designer for Earnhardt Jr.’s JR Motorsports race team, remembers how his father wore giant NASCAR shirts and jeans when he was growing up. Back then, he hated it.
“I would be like, ‘I’m so embarrassed for him to pick me up from school or be walking around in the Home Depot with him. What is he doing?'” Williams said. “Now, it’s so fashionable to wear your dad’s clothes, and wear these big, goofy NASCAR tees. I’m so fortunate that’s a thing, because it’s my entire wardrobe.”
It also inspires Williams’ work for JR Motorsports. The team’s website is full of shirts that have throwback cues or follow a theme, like one with driver Justin Allgaier‘s car getting abducted by aliens in a cornfield. The sponsor on the shirt, Brandt, sells agricultural products.
“I’ll usually get on a kick where I’ll watch a movie or something, then in the shower later, I’ll come up with the idea of doing a shirt around it,” Williams said. “I think I watched ‘Signs,’ and then I was like: ‘Brandt. Professional agriculture. Crop circles. That sounds like a good idea.'”
Themeswerecommon back in the day. They’re also what inspire Harris Lue and Emily Butler, who design graphics and apparel for NASCAR drivers and teams through their firm, Lue Creative.
“I think the beauty of the old merch is, there were so many people doing it,” said Lue, who wore a ’90s space-themed “Yates Rocket” NASCAR shirt while we spoke. The shirt had a starscape background, blue beams of light all over and Robert Yates Racing driver Ernie Irvan‘s No. 28 car depicted as a hovercraft in the center.
“There were so many different vendors and printers that everything was unique,” Lue continued. “[If] they were designing for Robert Yates and the 28 car, they were coming up with things just for them. Now, everything has become so streamlined that a lot of it is templated. You can buy the same Ross Chastain shirt as you can the Brad Keselowski shirt.”
“Now, they can just take a photo and plop it in,” added Butler, who sat next to Lue in her own space-themed shirt based on a ’90s Bill Elliott car. “To a lot of people, that’ll get the job done. But it’s art, and it should be art. People like when the work has been put in. There’s an effort behind it, and it’s really authentic and made special for them. I think that’s the difference between modern art and retro art.”
“In the long run,” Lue said, “if you make something cool enough, people who aren’t even into NASCAR might buy it.”
Lue and Butler saw that happen with a shirt they designed for Bubba Wallace and his sponsor, McDonald’s. The shirt showed Wallace celebrating with a fountain drink in hand, his upper body hovering over his 23XI Racing car as it spilled out from a carton of fries.
“It sold out because it was cool,” Lue said. “It was full blast, and it was fully McDonald’s.”
“We saw those everywhere,” Butler added. “[Lue] was at some random concert, and they were everywhere.”
For as often as NASCAR gets criticized for racing “rolling billboards,” Lue and Butler think for some buyers, it’s the branding that sells.
“The way that ’90s and 2000s NASCAR blended branding and racing, there’s never been anything like it that I’ve seen,” Lue said. “All the ball sports now, they’re putting logos on jerseys, but NASCAR and racing pioneered that. We found a way to sell every sellable space, and the merchandise itself — I mean, people buy M&M’s stuff and have no clue who Elliott Sadler, Ken Schrader or Ernie Irvan are. They just see M&M’s.”
That was the case for Flasch, a 25-year-old musician and content creator in Los Angeles who goes by just their first name. They started collecting throwback-style NASCAR jackets after visiting Japan and seeing them “in a bunch of stores.” When they got home, they found a brown M&M’s one for $20.
“I thought they were super cool,” Flasch told ESPN. “I got the brown one because it was my first one I saw in the USA, but I really liked the neutrality of it. I love the M&M’s branding and all the logos. To be honest, I don’t really care who the race-car driver is.”
Flasch, whose favorite jacket is a bright-blue Oreo one, almost went to a NASCAR race for their birthday last year. The plans fell through because of COVID.
“I would totally love to go to a NASCAR event in person,” they said. “I don’t really watch any sports, but I think race cars are cool even though I don’t really like driving in real life. I even have a lyric in my most recent song called ‘Popstar.’ The chorus is, ‘I wanna be a pop star, so I can drive a race car.'”
For some, vintage NASCAR is about the brands. For others, it’s about the designs. For Earnhardt Jr., it’s often about appreciating the past — the sport’s, the world’s and his own.
“We have a habit of thinking that everything in the past was better,” Earnhardt Jr. said. “We do that with music, we do that with fashion, and in NASCAR, a lot of those things remind me of my childhood. They remind me of a more innocent time, or what felt like an easier time. It was probably anything but easy.
“For me, there’s this part of the history of the sport that I never got to experience, and that was in anything from the ’70s on earlier. There’s always this pursuit of trying to get as close as you can to knowing what it would’ve been like to be there, and there’s also this never-ending quest of learning about my father — learning new stories and little anecdotes, and filling in the gaps of things about his career that I don’t know.”
Butterfield, meanwhile, keeps running into colleagues wearing vintage NASCAR merch. It remains to be seen if they’ll become fans.
“[Since the Earnhardt Sr. shirt], I’ve had two additional similar experiences with colleagues; one wearing a Kyle Petty shirt and the other wearing what I assume is a bootleg official’s jacket,” he said. “Both admitted to being fans of the ‘Cars’ film franchise, but neither followed racing of any kind.
“None of the three culprits could shed any light on why, other than: ‘It looks cool.’ I agree.”
Landeskog, who returned in Game 3 of this Western Conference first-round series after missing nearly three seasons while recovering from a knee injury, scored his first goal since June 20, 2022, in a multi-point performance that saw the Avalanche tie the series at 2-2 in Game 4 at Ball Arena. Game 5 is Monday in Dallas.
“It means a lot,” Landeskog told reporters after the win. “Obviously, I’ve envisioned scoring again for a long time. There obviously days when I didn’t know if I was ever going to score again. It obviously feels good. It’s a tight playoff series in a big game here at home. To get to do it here at home in front of our fans obviously means a means a lot. Super exciting. Hopefully more to come.”
A short-handed goal from Logan O’Connor midway through the first period followed by a late power-play goal from Nathan MacKinnon staked the Avalanche to a 2-0 lead entering the second period.
That set the stage for Landeskog, who was in the slot when Brock Nelson fed a pass that the 32-year-old winger launched for a one-timer that beat Stars goaltender Jake Oettinger for a 3-0 lead.
Landeskog, who was playing on the second line, was instantly mobbed by his teammates on the nice such as Samuel Girard, Valeri Nichushkin, Devon Toews and Nelson, who joined the Avalanche at the NHL trade deadline.
As Landeskog returned to the bench, he was congratulated by the entire team which also included a hug from a smiling MacKinnon, who along with Landeskog, have been with the franchise for more than a decade.
“I was just proud of him again,” Avalanche coach Jared Bednar told reporters after the game. “I was proud of him regardless of if he scores or not because I know what he’s gone through, and I know how difficult that was. I think that takes it to another level. You know he wants to come back and contribute like he did in the past and he’s off to a great start.”
Landeskog’s goal was the latest milestone in what’s been a lengthy recovery from a chronically injured right knee. He missed what amounted to 1,032 days since his last NHL game.
In that time, the Avalanche have remained in a championship window but have dramatically altered their roster. The Avs have nine players from that championship team who have remained with the franchise and have since reshuffled a roster that led to them re-acquiring defenseman Erik Johnson, one of Landeskog’s closest friends, in their bid for the fourth title in franchise history.
Even with all the changes, there were still questions about when they could see Landeskog return to the lineup. And if Landeskog did return, what he could look like?
His first professional game in three years came April 11 with the Avalanche’s AHL affiliate where he logged 15 minutes. Landeskog would then score a goal and get an assist in his second and final game.
And much like his AHL stint, all it took was two games for Landeskog to score and have another two-point performance.
While Landeskog’s goal became the most celebrated moment of the evening, what he did to help create the Avalanche’s fourth goal was an example of why he’s so crucial to their title aspirations.
Landeskog played a pass to Nelson who then found a Girard for a shot from the point that gave the Avs a 4-0 lead in the fourth. In the time Landeskog passed the puck, he anchored himself at the net front to gain position on 6-foot-7 Stars defensemen Lian Bichsel to screen goaltender Casey DeSmith, who replaced Oettinger for the third period.
Jockeying with Bichsel, who is six inches taller and 16 pounds heavier, allowed Landeskog to test both his strength and that right knee to gain leverage.
The result? Girard’s shot found space in traffic with Landeskog making it hard for DeSmith to see the puck.
“He’s a big boy,” Landeskog said with a smile. “He’s a big strong guy, a physical player and hard to play against. I was trying to get in front of their goal, and he was trying to get me out of there. It was a good battle.”
ST. LOUIS — Walt Jocketty, a three-time baseball executive of the year and former general manager for both the Cardinals and Reds, has died. He was 74.
Jocketty died Friday in the Phoenix area, former Cardinals manager Tony La Russa told the team after speaking with Jocketty’s wife, Sue.
The Cardinals announced the death Saturday. Jocketty had been battling health issues for the several years.
St. Louis won the National League Central seven times under Jocketty’s leadership. The Cardinals also won National League championships in 2004 and 2006 and their 10th World Series title in 2006.
“On behalf of the entire St. Louis Cardinals organization, I would like to offer condolences to Walt’s family and his many friends,” Cardinals chairman Bill DeWitt Jr. said in a statement. “Walt was our first GM when we purchased the ballclub and he helped to lead our baseball operations through some of the franchises most successful and memorable years.
“He will be sorely missed but long remembered for his distinguished career in baseball.”
Jocketty became the general manager in St. Louis on Oct. 14, 1994. After the team was sold in 1995, the new ownership kept Jocketty in his job. His biggest move was hiring La Russa in 1996. The two men had worked together in Oakland.
La Russa would go on to be the winningest manager in the Cardinals history and a Hall of Famer.
Jocketty revamped the roster, and in 1996, the Cardinals returned to postseason play for the first time in nine seasons.
In his tenure with St. Louis, Jocketty either drafted or acquired such stars as Albert Pujols, Yadier Molina, Mark McGwire, Adam Wainright, Chris Carpenter, David Eckstein, Jason Isringhausen, Jim Edmonds and Scott Rolen.
With Jocketty at the helm, St. Louis put together seven consecutive winning seasons. In 2004 and 2005, the Cardinals won more than 100 games.
He was named the MLB Executive of the Year in 2000, 2004 and 2010.
Leading up to the 2000 season, Jocketty became the first general manager in baseball history to trade for a 20-game winner (Darryl Kile from Colorado) and a 40-home run hitter (Edmonds from Anaheim) in the same offseason.
After he was fired by the Cardinals in 2007 because of differences with ownership, Jocketty was hired by the Reds as a special adviser on Jan. 11, 2008. He was named general manager after Wayne Krivsky was fired on April 23, 2008. He served in that role until Dick Williams replaced him on Dec. 27, 2016.
Jocketty was replaced by John Mozeliak in St. Louis.
“He was a great man,” Mozeliak said after Saturday’s game. “In terms of baseball, he loved it. His influence on myself and this organization was huge. Trying to sum it up in a sentence or two is difficult but his impact is something that I think will always be remembered. His legacy will age well.”
Despite replacing him when he was fired, Mozeliak said the two remained close.
“That was a different time, of course,” Mozeliak said. “In the end, we ended up being friends again. We both understood this is part of the business. I think he was proud of the success I ended up having.”
The Reds made the playoffs three times when Jocketty served as general manager, in 2010, 2012 and 2013. They have made the playoffs only once since.
Jocketty is survived by his wife and two children, Ashley and Joey.
CLEVELAND — Jarren Duran barely had time to catch his breath after tripling in the third inning. It didn’t matter, he had already made up his mind to run again.
Duran pulled off Boston’s first straight steal of home plate in exactly 16 years, scoring on the next pitch from Doug Nikhazy as the Red Sox beat the Cleveland Guardians 7-3 in the second game of a doubleheader Saturday.
“(Third base coach Kyle Hudson) heard him tell the umpire that he was working from the stretch, so I decided I was going to go on the first pitch,” Duran said. “It was just to keep the offense going and cause a little chaos. I knew I had it.”
As Nikhazy went from the windup, Duran broke for home. He slid headfirst and slapped his right hand on the plate ahead of Bo Naylor‘s tag. Umpire Brock Ballou’s safe call was upheld in a video review.
“Under the new rules, he’s kind of the perfect player,” Boston manager Alex Cora said of Duran. “We saw a window there and he took advantage of the situation.”
It marked the first straight steal of home plate by the Red Sox since Jacoby Ellsbury against the Yankees on April 26, 2009. Duran’s two previous thefts of home were part of double steals last season at Tampa Bay on May 21 and at the White Sox on June 7.
“It was really a cool play and a cool sequence of events there,” Red Sox pitcher Walker Buehler said. “He’s one of the most exciting players in baseball. After watching him from afar, it’s been fun to see him up close this season.”
Nikhazy, a 25-year-old left-hander, was making his major league debut and had already allowed five runs in 2 2/3 innings. With Rafael Devers in the batter’s box, he said he took “a peek” at Duran before delivering the ball.
Guardians manager Stephen Vogt praised Duran for making “a head’s up baseball play” because third baseman José Ramírez was off the line, but his starting pitcher blamed himself.
“He had taken a big jump and he took off immediately,” Nikhazy said. “In the moment, I chose to make the pitch as opposed to stepping off. Ultimately, when I saw him, I should have stepped off.”
Duran went 3 for 5 with three runs and two RBI in the nightcap. He was hitless in four at-bats in the first game, which Cleveland won 5-4.