Boot Barn, the nation’s largest retailer of western and work wear, has formed a dynamic new partnership with legendary NASCAR team Richard Childress Racing (RCR). The multi-faceted deal includes both primary and associate sponsorship of Austin Dillon’s No. 3 Chevrolet, as well as unique content collaborations featuring the 2018 Daytona 500 champion.

“Richard Childress, Austin Dillon and the entire RCR team embody the essence of the American cowboy and the pioneering spirit at the core of Boot Barn’s mission,” said Stephen Loscko, Boot Barn’s senior director of marketing. “Their commitment to hard work gives them an edge in their industry. We’re excited to work closely with the RCR team to create engaging content and see the No. 3 Boot Barn Chevrolet on the track.”

As a two-time NASCAR champion and 2018 Daytona 500 winner, Dillon supports the Western traditions that resonates with Boot Barn’s core customer base. While his grandfather Richard Childress has built a legacy mirroring Boot Barn’s western heritage. Dillon serves as general manager for the Carolina Cowboys, a professional bull riding team based in North Carolina.

“It’s an honor to represent Boot Barn on the track and in my everyday life,” said Dillon. “Boot Barn champions the western lifestyle that I’ve loved since I was a kid. I’m looking forward to taking our relationship to new heights through unique content for fans.”

Plans are underway for cross-promotional content combining Dillon’s NASCAR stardom with the rodeo credentials of PRCA bareback rider Rocker Steiner. RCR president Torrey Galida believes the Boot Barn partnership amplifies the team’s community-focused mission.

“RCR and Boot Barn share an inspirational vision of supporting those who feed America, build America and protect America,” said Galida. “Our teams will highlight those shared values and showcase Boot Barn’s broad western wear offerings to NASCAR fans.”

Dillon’s No. 3 Boot Barn Chevrolet will make its debut in the NASCAR Cup Series race at Pocono Raceway on July 14, the first of multiple primary sponsorship events with RCR this season. The race airs live on USA Network at 2:30 p.m. ET.