Airspeed represents the largest investment made by 23XI Racing since the acquisition of charters. The NASCAR Cup Series team, led by Bubba Wallace and Tyler Reddick, has brought about a revolution in the sport. Within a short span of three years, they have emerged as regular contenders for race victories and have solidified their position as future championship contenders. Additionally, they have taken the lead in the racing community by reinvesting in the team and attracting new partners.
Recently, the team completed the construction of their new headquarters, which they have chosen to call Airspeed. While it is customary to refer to team facilities as race shops in NASCAR, the 23XI team has opted for a different approach due to marketing reasons. According to Fox Sports, any employee, including the team owners, who refers 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 a mere shop. The 23XI team members view Airspeed as a place of significance, and any reference to it as a shop is met with disapproval upon entering the premises. Despite the ongoing construction and the team already operating from the facility, work continues on the addition of a 120-room hotel and a 1200 square feet office space at the Campus. Once fully completed, Airspeed will set the standard for race shops within the NASCAR garage.
During discussions about the shop, 23XI co-owner Denny Hamlin shared insights into the naming and branding process. The name Airspeed is a combination of his own name, “Speed,” and co-owner Jordan’s name, “Air,” similar to what they did with the team’s name. Their intention is to create a shop that is far from ordinary, and they firmly believe that Airspeed is a name befitting their race shop.
Although the team has yet to secure a victory in the 2024 season since moving to the new shop, they remain hopeful that it will come soon. Both Tyler Reddick and Bubba Wallace are in excellent form and simply need the right car to win the race.