NASCAR has created a new brand identity within its licensing division, NASCAR Classics, to embody the roots and heritage of the racing franchise.

The NASCAR Classics brand provides an extensive portfolio of cues, textures and assets that bridge the NASCAR of today with the brand of the past.

Licensees on board at launch include Delta Apparel for t-shirts and hats and Lionel NASCAR Collectables for a line of die-cast cars.

“NASCAR Classics is a callback to an era of unbreakable men, fast cars, and the guts, glory and go-for-broke attitude many of NASCAR’s classic drivers embodied,” says Blake Davidson, vice president licensing and consumer products, NASCAR. “We believe both NASCAR fans and non-fans will enjoy this great new line of vintage products that captures the spirit and flavor of NASCAR through the decades.”

The current Delta Apparel line features nostalgic imagery and fonts from the ’40s, ’50s, ’60s and ’70s, as well as logos and program covers from historic venues such as the Daytona International Speedway and the Talladega Superspeedway.

NASCAR plans to expand its Classics brand with other vintage equities of the sport, including historical drivers, sponsors and tracks.