The latest version of the ‘DEFY EVERYTHING’ campaign brand was revealed on Monday morning by the NTT IndyCar Series.
SJ Ludtke, IndyCar Vice President of Marketing, shared the vision behind the “bold rallying cry” for this year’s 17-race schedule that spans across the United States and Canada.
“Competing in the NTT IndyCar Series is a bold act of defiance that demands a unique mindset and a fierce physicality that few people ever attain or even fully understand,” Luedtke said, via a press release. “These characteristics reach extreme levels across our field, and this campaign provides a behind-the-scenes window into the process of attaining them and becoming a world-class competitor in a relentless and dangerous sport. We believe this exhilarating and honest narrative will impress and inspire fans around the globe, heightening focus on our NTT IndyCar Series stars and our ultra-competitive racing.”
The hype video, with the song “Run It” by DJ Snake (featuring Rick Ross and Rich Brian), can be viewed on YouTube here. IndyCar partnered with PitFit Training to produce the workout scenes in the video.
The NTT IndyCar Series begins its 2022 season on Sunday, Feb. 27 with the Firestone Grand Prix of St. Petersburg. Live coverage starts at noon (ET) on NBC, Telemundo and the IndyCar Radio Network.