FOX Sports Reintroduces INDYCAR as the Fastest Drivers You Have Never Heard Of In Latest Campaign

INDYCAR has long been a staple of American motorsport, but it’s often misunderstood. Is it “American F1”? A nostalgic throwback to the ‘90s? Is it the same as the Indy 500? Or simply a lesser-known cousin to NASCAR? For Special US, the creative agency behind the new FOX Sports campaign, these misconceptions weren’t hurdles—they were opportunities.

Launching ahead of the 2025 INDYCAR season, Special US’s latest work with FOX Sports takes on the ambitious task of reintroducing IndyCar to a new generation of fans. The campaign begins with a single provocative truth: IndyCar isn’t what you think it is—it’s faster, more thrilling, and more relatable than any other form of motorsport.

The campaign’s tagline, “The Fastest Racing On Earth” reflects its mission to bridge the gap between perception and reality. This isn’t a sport for the elite or the initiated; it’s for anyone who’s ever felt the thrill of acceleration, the rush of competition, or the joy of rooting for an underdog.

For Special US, the FOX Sports campaign isn’t just a creative assignment—it’s a cultural moment. And as IndyCar speeds into its next chapter, it does so with a renewed sense of purpose, a growing fanbase, and a clear message: it’s time for America to fall in love with Indy racing again.

Josef Newgarden is the two-time defending Indy 500 champion, a two-time series champion and the winningest American driver in the series.

The heart of the campaign is a set of three bio spots showcasing IndyCar’s top drivers, with Josef Newgarden as the all-American standout with the inaugural spot debuting this Sunday during the Philadelphia Eagles/Green Bay Packers NFL playoff game. His spot hits fast and hard: “Josef Newgarden was conceived to win races,” the spot declares, calling out his relentless drive and “bone structure that would make Tom Brady jealous”—cue an actual cameo from Brady, delivering a sharp retort. The film captures Newgarden’s grit, speed, and dominance, showing him flying every Sunday in “the fastest racing on earth.” Bio spots will also feature drivers Alex Palou and Pato O’Ward and will be airing throughout the season. 

“We're excited to launch the inaugural INDYCAR season on FOX with a dynamic promotional campaign featuring top drivers," said Bill Battin, senior vice president, On-Air Promotions, FOX Sports. "By showcasing the sport's adrenaline and drivers' unique personalities, we've crafted a fun and engaging campaign true to FOX Sports' style. Launching ‘the fastest racing on earth’ during the NFL playoffs and Super Bowl LIX on FOX allows us to connect with INDYCAR, NASCAR, and general sports fans alike.”

“To the naked eye, all race cars seem fast. It was our job to get across that INDYCAR is truly racing at its fastest,” said Josh Hacohen, creative director at Special Group in LA. “Turns out it was the drivers who made the best storytelling vehicle—there’s no fastest race without the fastest drivers.”

With FOX Sports as its platform, the campaign is timed to perfection. The NFL playoffs, among the most-watched television broadcasts in the country, provide an unparalleled stage to introduce INDYCAR to millions of sports fans. As FOX Sports rolls out the campaign during NFL playoff games, it’s clear the strategy is about more than just motorsport—it’s about getting mainstream America to continue falling in love with INDYCAR.

The INDYCAR season launches on FOX with the Firestone Grand Prix of St. Petersburg at noon (all times Eastern) Sunday, March 2. The year also is highlighted by the 109th Running of the Indianapolis 500 at Indianapolis Motor Speedway on Sunday, May 25, with the broadcast beginning at 10 a.m. to allow for more than two hours of pre-race coverage before the green flag. The 2025 season will close in dramatic fashion on Labor Day weekend with the Big Machine Music City Grand Prix at Nashville Superspeedway at 2:30 p.m. on Sunday, Aug. 31.