Inside Michael Jordan’s Quest for NASCAR Glory

On race day, MJ strolls up to the 23XI hauler in a green Jordan-brand shirt and camo pants, his presence drawing more than a few oohs and aahs from VIP guests and fans. He delivers a feisty speech to the team behind closed doors and high fives the pit crew as he exits. At one point, he pretends to put on headphones and says to an engineer, “Keep feeding me that info!”

Roger Penske, one of the biggest names in motorsports and a fellow NASCAR team owner, stops by to shake MJ’s hand and wish him luck. “Good luck to you as well,” Jordan replies cordially.

When the race begins, the two men’s differing ownership styles are on full display. Television coverage shows Penske watching the action stoically from a suite overlooking the track. Jordan, on the other hand, catches the entire race from the pit box, standing just feet away from his crew, practically breathing down their necks during pit stops.

As the race unfolds, Reddick hovers around the top 10 but can’t make much progress. MJ pumps his fist and high-fives Reddick’s dad when the driver makes a daring move to gain ground after a restart, putting him into fifth—and back in contention for the title. But as the laps tick away, Reddick simply can’t gain ground, and Team Penske’s Joey Logano ultimately wins the race, and the championship.

Of course MJ’s headset comes in Jordan III-referencing elephant print.

Sean Gardner/Getty Images

As the drivers exit their cars, MJ is the first one there to console a heartbroken Reddick.

“Enjoy your vacation, then we go right back at it,” MJ says. Reddick nods and replies, “Back to work.”

The team may have lost, but the weekend still feels like a win. In just a few years, 23XI has become a true contender, And it’s been a while since we’ve had the chance to see MJ back in contention for a title, even if it’s on a racetrack and not the hardwood.

“I don’t know when he’s last had that type of success in the sports arena,” Scott says, “but hopefully we’ve been able to give him just a small percentage of what he’s been looking for since he stopped playing.”

For his part, MJ seems content, even though he’s not exactly accustomed to losing championships.

“I’m so proud that in four years we’ve gotten to the point of competing for a championship,” Jordan tells me. “But I want us to keep improving. I have aspirations to win a championship and that’s what we’re constantly working toward.”