FRE Nicotine Pouches is partnering with 23XI Racing and Riley Herbst, driver of the No. 35 Toyota Camry XSE, bringing the brand into the NASCAR Cup Series for the very first time for the 2026 season.
The newly-forged partnership will see FRE Nicotine Pouches paired with one of the newest drivers on the NASCAR Cup Series circuit, beginning with this weekend’s Pennzoil 400 at Las Vegas Motor Speedway, which will combine on-track visibility with an expanded retail presence throughout Terrible’s, the Herbst family’s well-known chain of convenience stores across the Las Vegas market.
FRE branding will be prominently featured on the No. 35 Toyota Camry XSE, fielded by powerhouse team 23XI Racing, and Herbst’s driver suit in select NASCAR Cup Series events throughout the current season.
“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 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 racetrack, the partnership includes a full retail activation through Terrible’s, which is one of the largest convenience store chains in the state of Nevada, with the FRE brand holding preferred partner status across all Terrible’s locations with 16 SKUs in-store. That also means 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 Las Vegas Motor Speedway race weekend.
The result is a motorsports-to-retail loop where fans who see FRE on the No. 35 at Las Vegas can purchase the product at Terrible’s on the 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 stories and on the track.”
The collaboration underscores FRE’s ongoing 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.
“Riley [Herbst] 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.”
FRE Nicotine Pouches, earlier this year, also signed an agreement with ARCA Menards Series driver Taylor Reimer, where the brand will sponsor her No. 77 Pinnacle Racing Group Chevrolet SS in four multiple ARCA Menards Series events.
The Pennzoil 400 at Las Vegas Motor Speedway will take place on Sunday, March 15, at 4:00 PM ET on FOX Sports 1, Performance Racing Network, and SiriusXM NASCAR Radio Channel 90.
