Eleven-time surfing world champion Kelly Slater is expanding his business portfolio into high-octane, unchartered territory.
On July 30th, Legacy Motor Club announced that Slater has officially joined a star-studded strategic ownership group for the NASCAR Cup Series team.
Majority owner and seven-time NASCAR champion Jimmie Johnson unveiled the high-profile investor roster, which also features celebrity chef Guy Fieri, musician Darius Rucker, tennis champion Andy Roddick, MLB superstar Bryce Harper, among others.
We’re proud to welcome the Strategic Ownership Group to THE CLUB!
Built to compete. Built to connect. LEGACY MOTOR CLUB is building a motorsports organization that wins on track and resonates far beyond it.
Read More: https://t.co/E6DxRX7BF2 pic.twitter.com/wTIXsEpEHq— LEGACY MOTOR CLUB (@LEGACYMotorClub) July 30, 2026
Explaining the unconventional partnership model in an official press release, Johnson highlighted the immense value of bringing together proven champions and visionary leaders from diverse industries:
“This is not a traditional ownership group. It is a collection of people who understand competition, leadership, innovation, storytelling and how enduring organizations are built. They come from different worlds but share a common belief: that Legacy can become something fundamentally different within motorsports and culture.”
Slater is certainly no stranger to savvy business ventures. Over his storied career, the 54-year-old surfing icon has built somewhat of an empire, spanning his sustainable apparel brand Outerknown, Firewire and Slater Designs surfboards, footwear brands, and his revolutionary Kelly Slater Wave Company technology.
Yet, stepping into the pit lane as a NASCAR co-owner stands out as by far his most unique and unexpected endeavor to date.
The motorsports announcement comes during an extraordinarily busy and momentous stretch in Slater’s life. He and his longtime partner, Kalani Miller, recently celebrated the arrival of their newborn baby daughter, Azumi Moon.
Meanwhile, the surf legend is far from finished in the water, and unwilling to hang up the jersey for good. Slater is returning to elite competition as a wildcard at the Outerknown Tahiti Pro, taking place at Teahupo’o from August 8th through 18th.
Slater and NASCAR…what a world we live in.
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