2XU, which is announcing the news this week, will outfit HMS’ at-track personnel — including pit crews — starting next season.
The company will also develop social and digital content with Hendrick. This is the first deal in motorsports for 2XU (pronounced “Two Times You"), which was founded in '05 and typically activates in endurance sports, including with USA Triathlon.
Hendrick previously had a deal with Under Armour that ended several years ago. Adam Stern/SBD