FRE® Nicotine Pouches today announced a partnership with 23XI Racing driver Riley Herbst and the No. 35 team, bringing the brand to the NASCAR Cup Series. The partnership pairs FRE with one of the sport’s most dynamic young drivers ahead of his hometown race at Las Vegas Motor Speedway on March 15, combining on-track visibility with an expanded retail presence through Terrible’s, the Herbst family’s well-known chain of convenience locations across the Las Vegas market.
Through this partnership, FRE branding will be prominently featured on Herbst’s race car and driver suit across select race weekends during the 2026 NASCAR Cup Series season. The collaboration kicks off at Las Vegas Motor Speedway, where Herbst and the 23XI Racing team enter the weekend with significant momentum following eight top-10 finishes between the team’s three drivers to start the 2026 season.
A third-generation racer with a genuine affinity for the brand, Herbst represents a natural alignment with FRE. Now in his second season competing full-time in the NASCAR Cup Series with 23XI Racing, Herbst brings a performance-first mentality to everything he does, from race day preparation to the split-second decisions made at 200 miles per hour.
“FRE fits my lifestyle on and off the track. It’s a brand I’ve used for a long time, and that makes this partnership feel real,” said Riley Herbst. “Having FRE on the car at my hometown race in Vegas, combined with the Terrible’s integration, makes this incredibly personal. It’s about owning your edge and delivering when it matters most.”
Off the track, the partnership includes a full retail activation through Terrible’s, one of the largest convenience store chains in Nevada. FRE will hold preferred partner status across all Terrible’s locations with 16 SKUs in-store. The activation also includes deal promotions running across POS displays and the Terrible’s mobile app, gas pump ads featuring FRE creative, digital billboards and 10 marquee signs across southern Nevada, and in-store screen takeovers during the Vegas race weekend. The result is a motorsports-to-retail loop where fans who see FRE on the No. 35 car at Las Vegas Motor Speedway can purchase the product at Terrible’s that same weekend.
“This partnership represents a natural alignment between two brands focused on innovation and performance,” said Bryan Breeden, VP of Advertising and Marketing at Terrible’s. “Together with FRE, we’re introducing a new in-store offering while also connecting through our shared presence in motorsports, bringing our ‘Deliberately Different’ approach to customers both in our stores and on the track.”
Built for those who desire to push boundaries, FRE is the nicotine pouch that propels people forward in the moments that count. The partnership with Herbst reflects FRE’s belief in owning your edge, a mindset rooted in preparation, confidence, and control, whether in competition or everyday moments.
“Riley represents the next generation of NASCAR talent, and that competitive mindset aligns perfectly with what FRE stands for,” said Connor Smith, Vice President of Marketing for FRE. “Pairing that on-track intensity with a retail presence through Terrible’s gives us a unique opportunity to connect with fans and consumers both at the track and point of sale.”
The collaboration underscores FRE’s broader mission to redefine how adult consumers think about nicotine as a deliberate, performance-driven choice rooted in intention, control, and forward momentum. By partnering with athletes like Riley Herbst, FRE continues to align with individuals who define what high performance looks like across sports and culture.
— FRE —