Social Spotlight with Jimmie Johnson

Each week, I ask a member of the NASCAR industry to shed some light on their social media usage. This week: Seven-time NASCAR champion Jimmie Johnson, who won Sunday’s race at Texas Motor Speedway.

Jimmie, you are quite proficient at a number of social platforms. What is your favorite one to use?

I’m torn, but I would head towards Instagram. I’m a huge fan of photography and imagery and when it first started off, it was kind of a not-so-popular space (and had) great creativity. It certainly has morphed into something more mass; I’ve seen enough of everyone’s dinners and stuff like that to drive me crazy. But Instagram is probably my favorite.

It’s closely followed up by Strava (a workout tracker where followers can like and comment on runs or bike rides). I enjoy my physical activities and it’s amazing how knowing you’re going to post to that app and site, how it will motivate you to run faster, pedal harder, ride longer. You think of interesting names for your rides. Looking for a photo (to put with the workout). It’s a very fun way for me to stay motivated and stay connected with other athletes around the country.

That was actually one of my questions, if you considered Strava a social media network. I feel like it is, but it’s not one that people mention off the top of their heads. But you are sharing in the same way you’re sharing anything else you do.

Yeah, you really do. The numbers are much smaller on that platform. But from meeting other athletes and setting up rides or training sessions with others around the country, it’s really cool.

And then if you go on your laptop, you can designate any stretch of road as a segment and name it yourself if you want. So as you ride or run across through these areas, your device takes the time to rank you and tell you how fast you were this year and all time. If you come through the segment again, it starts to rank you against yourself.

So the way my mind works and living by the stopwatch with everything I do in my life, it’s really nice to see the progression of your rides and your fitness. And if you’re in a big group on the bike and you guys are drafting or being smart, you can post and put up big numbers, which is fun.

What’s amazing about that is it’s probably the most positive social media network because there’s nobody trolling on there. Everybody’s giving encouragement to others and it’s motivating you to do better because there’s a peer pressure factor. Even when I’m out there, I’m like, “Oh man, this is a slow mile time or a slow ride and people are going to look at my time, so I gotta go faster.” Do you know what I mean?

I totally know that aspect and it’s highly motivating from that standpoint.

But you bring up such a great point: Out of all the social platforms, I don’t think I’ve seen a negative comment or any trolling. It’s all positive. When you like somebody’s ride, you give them a little thumbs up. The comments are all very constructive and positive — so you’re right, I haven’t thought of it as being the only positive social space out there.

Let’s go back to Instagram for a minute because it’s clear you have a love for photography. Do you have photographers that work for you and then you pick the best picture of the weekend? Or are they all of your photos? How do you decide what to put on your feed?

It kind of changes from week to week. There are a lot of photos provided to the race teams over the course of the weekend that I have access to and I kind of pick some cool shots just to use. Of course, I take my own photos and do some (Instagram) Story stuff.

But over the years, I have brought in some professional photographers. In Homestead last year, I brought in Liz Kreutz to shoot and document the weekend, largely because I love photography so much. Someday I want a big book full of all the images that I can relive, and she came and shot that and took like 10,000 pictures. And then we took a few and used them on our social channels just to share the experience with others and let people see a race weekend through a different viewpoint.

This year, I started a program at Daytona where I’m going to bring in four different professional photographers and then have those four professional photographers pick four amateurs to come and shoot. So, we’ll have at least eight opportunities for me to collect imagery. Then, we’ll use them through our social platforms. Lyle Owerko was our photographer at Daytona, and then the famous Danny Clinch who’s done all the Rolling Stone shoots for years and years will come and shoot Indianapolis for us.

So it’s fun to see what they shoot and what they bring in their style. We’ll share all that stuff through the social, but then someday down the road, if we decide to do a book or an exhibition, I’m gonna have a ton of photos over the next four to five years, just collecting all that stuff.

How do you decide how much to share with the public? When these photographers first come, it seems like they have all-access. Is there anything where you’re like, “Hey, not this part?”

Yeah, I work hard to get them into anything and everything and I also firmly believe that they are the photographers they are, and I don’t want to mess with that style. I don’t want to push them into a corner and only post this and only show this; I try to turn them loose.

With Lyle Owerko, he did a lot of time lapsing, and we posted that on the social channels. I didn’t even know time lapse was on my phone and how to use it and that it would be cool, and he did that pretty frequently.

As things are developing with Danny, his style is much more creating a scene and a set to take a picture. Obviously, that’s pretty tough to do on a race weekend with how quick we’re moving, but I want to give him that opportunity to put a couple of sets together and grab his traditional shots. So I really let the style of the photographer steer where we go.

I follow you on Snapchat, and every once in awhile a stray snap will come out. It’ll be like one snap and then it’ll go a few days where there’s no more snaps. Do you think to yourself, “OK, you know what, I’m gonna snap today,” and you have good intentions but you just go focus on that other platform?

For sure. What’s tough for me with Snap is that my phone comes out often, and I take pictures in the platforms where I can go back at the end of the day or I have a free moment to think of a caption, work on the photo and edit it. That just works better for me, especially with chasing two little ones around and how busy my life is. So it’s hard for me to think, “Oh yeah, Snap.” That’s its own photo and you go from there. I dig Snap — I think it’s fun. It’s just not in my first line of thought.

So you have somewhat of a social team, where people can help you with your social media. Why is it important to have people help you? What do the partners say to you about social media that makes that an important space for you?

In my office we’d been looking for something that we could own, especially as I developed to be a multi-time champion. I was just looking for a space to really dominate and make a presence. As social media was coming along, we’re knocking off our championships, and we could see that everything was switching to digital. Even websites and what information those websites provide … was changing.

So I hired a firm in New York to work with me and help get my social stuff going. I quickly realized we didn’t need a firm. It was helpful, but it just wasn’t me. Through relationships in New York, I was able to really focus in and lay out a plan on what we wanted to do, and we did a deep dive into our sport and what platforms our consumers used and what was important then.

Way back then — like eight to 10 years ago now — out of all the NASCAR fans, only about 15 percent of the fans had a smart phone. That led us in a direction to bolster our website (as the top priority). So we really doubled down on our website, won best website in all of sports which was a huge honor for us. It was very creative and very cool the way interaction worked between our social channels.

And then I just knew that as requests were coming in for sponsors and they saw our investment in digital and everything shifting to digital, we needed somebody to manage that stuff and really work with the sponsors and make sure things were authentic on my side and then also serve the greater good of racing.

We hired somebody from Sprint — Lauren Murray, now Lauren Edwards — she came in and worked on our program for a lot of years. And she’s done so well, she’s now started her own firm (Reine Digital) and was married recently to Jon Edwards, who’s been Jeff Gordon’s longtime PR man. I’m her first client at her new place and I’m trying to help her build up her social team and her clients. She’s done an amazing job for us and I know that she can help some other drivers here in the garage area and other people outside.

Let’s talk about Twitter, the big one that everybody seems to be focused on in this garage at times. How often are you looking at your feed on Twitter? Do you visit it daily?

I do visit it daily, multiple times a day. For me, I use it for my news feed. I’m always on the run, and the magazines I follow, the news outlets I follow — of course there’s the work side in our industry — but that’s how I consume the world news today.

I don’t go on to my mentions as often. I mean, sometimes you want to see it, some times you don’t. If I post something, it’s nice to see what people think or what the reaction is. But from a consumption standpoint, I do spend a fair amount of time just looking through the feed and taking in the news.

I feel like you’re one of the notable people who’s not afraid to go back at somebody if they’re a hater. If they say something to you, you’re not afraid to retweet them and poke a little fun back at them. Do you ever block people? What’s your general response to the trolls?

I haven’t blocked a single person yet on any platform. Believe me, I’ve wanted to. When the digital stuff first started — back when there were blogs on NASCAR.com — I went through them and read the Jimmie Johnson blog. I couldn’t believe the things that people were staying about myself, and also what they were saying about my wife when we were dating. It’s why I had a quick departure and was pretty late the Twitter game to start with. I was like, “I don’t need that in my life.”

But then I realized the importance of it, so you just need to breeze by certain things and move on. But poking fun back at these guys is, I think, critical. You know, people sitting in their underwear in their mom’s basement, they’re pretty brave and want to say things. It’s funny — as soon as you draw attention to them and let some hating happen on their feed, they’re quickly apologizing, they delete the tweet and hopefully they don’t do it to anyone else again.

It is interesting how when you go back at somebody, they’ll come back and say, “Actually, Jimmie, I’m a big fan and I respect you.” And you’re like, “What?”

Totally. I’ve had that, I’ve had the tweet deleted and then people tell me how rude I was to bring this upon them and get everybody else hating on them. I’m like, “Oh no, you started this whole thing. Be a little smarter before you hit send.”

Do you ever almost tweet something and then decide not to tweet it?

Yeah, I think we’ve all had one ready to send out and we put down the phone and come back a few minutes later like, “I probably shouldn’t.” So yeah, I’ve been there quite a few times.

Where do you see social media going next? There a lot of people doing live video, there’s Facebook Stories, Instagram Stories, Snapchat, you can do Periscoping. Where do you see this evolving for you?

It seems like the unique experience on each platform is kind of gone and now all the big platforms are like, “OK, that’s kind of cool there, I’m gonna bring that into mine.” Having a presence on all (the platforms) is hard and trying to keep a consistent schedule of posts going on all those sites is important because there are people who only use certain platforms because it fits their lifestyle better.

But what’s interesting to me is looking at our sport and looking at sports in general. I read an article (last week) in the Wall Street Journal where (Amazon) has purchased the right to stream the Thursday Night Football games. On the surface it looks like a standard play — but long term, if you’re an Amazon Prime member, they’ll know your shopping habits and your buying habits and they can send strategic marketing to you while you’re watching on their platform.

So understanding how that stuff works and how it might work in our industry (is valuable). Nobody’s watching TV; it doesn’t matter if it’s sports or what, the numbers are just going down. TV ad buys have supported our lives, my life and racing. And we’re trying to convince sponsors every day that it’s all moving digital: “Here’s our numbers, here’s our presence.” You’re just trying to understand that, which I don’t think anybody does.

(Social media) has been very good for me on a social standpoint and being able to let others see my personal side and what I’m about and what my interests are, because I don’t give the best interviews at the track — I’m more focused on the job. But from a business standpoint, there’s a big business in that and I think we need to be wise in our industry to jump on that so sponsors understand that.

This week’s Social Spotlight interview is sponsored by Dover International Speedway. If you plan to attend the upcoming Dover race in June, please consider using my ticket link to make your purchase. Thanks!

Reacting to shocking Survivor controversy (SPOILERS)

Watching Wednesday night’s Survivor: Game Changers episode left me feeling a mix of disgust and hope as a controversial tribal council produced one of the most shocking moments in the show’s history.

I’m filled with admiration and respect for Zeke Smith following what was a disgusting and evil act by Jeff Varner.

Before we get to Zeke, I want to be clear: That doesn’t make Varner an evil *person* … but what he DID was malicious (as Sarah Lacina said). It was so, so wrong; he should have known better, particularly as a gay man living in North Carolina. Even though he backtracked by saying he thought it was public knowledge, Varner’s initial premise was this: Zeke was being “deceptive” by not telling the world he was a trans person.

Uh, no. It’s not being “deceptive” to keep your biggest secrets to yourself. Zeke had a right to not tell anyone, and it wasn’t Varner’s news to make public. That was really sickening to watch, and it’s no wonder Zeke said in a People.com story he’s still struggling to forgive Varner.

That said, Zeke could not have handled himself any better. Imagine being put in that position in front of millions of people (and yeah, I assume he gave CBS permission to air it, although I don’t know if he could have prevented it if they decided to do so anyway). He said all the right things and was easily the bigger person, and I have so, so much respect for Zeke as a human being.

And by the way, I think after tonight, I still will view him first as a phenomenal Survivor player more than “Zeke the trans Survivor” as he feared would be the case.

What was also very important was how the rest of the tribe reacted. Andrea’s emotions, Tai’s anger and Sarah’s strong defense and support of Zeke were so valuable for America to see.

I really hope that some good comes out of this. Let’s be honest: This is a show watched by conservatives and liberals alike, by those in middle America and those in big cities — young, old, black, white, Hispanic and everything in between. And what ultimately emerged from the shocking and dirty assault by Varner was humanity — from Zeke, from his tribemates, from Jeff Probst and, yes, even from Varner (after he realized what he’d done).

I hope Zeke can become sort of a role model for a community whose biggest spokesperson is Caitlyn Jenner (which often doesn’t seem helpful to the cause). Zeke is so damn likable that maybe he can open some eyes and change minds about something that is obviously very misunderstood.

I’m rooting for him.

12 Questions with Kasey Kahne

The 12 Questions series of interviews continues this week with Kasey Kahne of Hendrick Motorsports. I spoke to Kahne at Texas Motor Speedway.

1. How much of your success is based on natural ability and how much has come from working at it?

When I was younger, it was both, because my dad always was on me to learn about the cars and work on the cars. But from the first time I got on a four-wheeler, a car or whatever, I felt like I knew what I was doing — and that was nice. So I’d say I had a little bit of ability driving, but I’ve always had to work at it. Today, I’d say I work way harder than (use) ability, it feel likes at times, so it’s just tough. Racing’s tough. It’s always changing, so you can’t just drive. You have to be aware of a lot of other things if you want to go fast.

2. Jeff Gordon, Tony Stewart and Carl Edwards have all retired in the last couple years. What’s your pitch for fans of theirs to become fans of yours?

Carl may come back; you’ll never know. But the other guys are doing other things that they’re enjoying, so that’s pretty cool. I feel like I probably have some of their fans — we probably have fans that are more of a Tony Stewart fan than my fan but they probably still like me a little bit because of our backgrounds. Same with Jeff Gordon, and then being Jeff’s teammate.

Those guys have always been my favorite drivers growing up because I enjoyed the way that they got to NASCAR and then what they’ve done along the way and in NASCAR and how dominant they were at times. So those have been some of favorites.

But I think just doing some of the same things and having some of the same passions for racing would maybe be able to get some of those fans on our side.

3. What is the hardest part of your job away from the racetrack?

The hardest part of my job away from the racetrack right now is probably the schedule. I’m trying to get everything in thoroughly and do a good job at the things I need to do racing-wise (and) sponsor-wise each week, making sure everybody’s happy.

And then there’s also doing my things that I enjoy that I feel helps me in the car — which is working out and putting in the time and effort of reading the notes and trying to be prepared, watching the videos and things to be prepared for when you get to the next track. And then working all that together with taking care of my son, Tanner.

So, doing all those things together, scheduling and giving each one of them plenty of time and then having the most time going to Tanner would probably be one of the tougher things we do.

It looks like Tanner is a really happy kid on social media and I enjoy following him. Is he loving life?

He’s loving life, and it’s crazy because he’s super happy. He probably gets a lot of that from his mom (Sam Sheets) because she’s really happy. He’s excited, he’s happy, he’s a mover right now and he has tons of energy.

We’ll hang out (and) he’ll stay up all night if I let him. But as soon as it’s time for bed and I tell him, he knows because it’s later than when he usually stays up. At night, I say, “Hey, are you ready for bed, bud?” It takes him a second, but then he heads to his bedroom, so that’s pretty good for a 17-month-old that has a ton of energy and is a really happy little boy.

4. A fan spots you eating dinner in a nice restaurant. Should they come over for an autograph or no?

Yeah. I’ve never really minded that. I’ve always (signed) autographs or taken a picture. Sometimes like right in the middle of eating your main meal is probably not the right time; for one, you’re hungry, so that’s why you’re there and you can’t wait to get down whatever’s in front of you.

And for two, in my opinion, eating food and shaking hands is kind of dirty in a way.

That is gross.

That’s kind of gross. That’s what gets me.

But prior to a meal and as soon as you’re done, whether you’re having a drink or sitting there relaxing or leaving a restaurant, those times are really good times and it’s nice to do a picture or sign something if you run into a fan.

5. What’s a story in NASCAR that doesn’t get enough coverage?

I screwed up and forgot to ask this question and didn’t realize it until after the interview. My bad!

6. Who is the last driver you texted?

It’s actually Dale Jr. Yesterday we were going back and forth. Jimmie was also on there and Chase, but Dale was doing most of the texting. We were just working on team stuff over the weekend.

7. Do you consider race car drivers to be entertainers?

I think our job can definitely be entertaining. I think there’s times when it can be, but other times maybe not so much. I wouldn’t say that an actual driver is a whole lot of an entertainer. But I think maybe the sport and what we have going on at certain tracks can definitely be entertaining for sure.

8. What is your middle finger policy on the racetrack?

I hate using it. I used it more when I was younger, and it’s truthfully pretty dumb when you use it. I feel bad the next week. I probably used it once this year and was mad because (of) whatever happened. Then you kind of feel like, “Man, why did you do that? What good did you get out of it? What point did you get across?” It was nothing. You probably just made the other guy mad and you (feel) the same. I got flipped off plenty of times, but I try not to do it too much anymore. I’ve kind of grown out of that.

9. Some drivers keep a payback list in their minds. Do you also have a list for drivers who have done you a favor on the track?

Absolutely. You know that just kind of builds up. A lot of it, the list kind of goes away and you forget about it and as soon as that person either does you wrong or does you good again, it comes right back and you instantly remember. As quick as it’s happening, you remember the past — good or bad.

You don’t think about the list daily, but if you have another deal with that guy, it comes back and you remember every single time you had a problem and why and what and so on. That list is never-ending on both ends.

10. Who is the most famous person you’ve had dinner with?

Probably Blake Shelton. And that was with Clint (Bowyer). We were at the Super Bowl and we had Blake Shelton. Clint and Blake are good friends, I think. So having dinner with those guys, with Blake, that was a blast. Good times.

That had to be a pretty fun dinner.

It was a very fun dinner, very entertaining at that point.

11. What’s something about yourself you’d like to improve?

I always just wish I was a little bit happier. I enjoy racing and I’m really happy with Tanner, but there’s a lot times throughout the week where I’m just kind of getting through the day, you know? It’d be nice to just walk around a little happier daily.

12. Speaking of getting through the day, you post workout videos, and that was something Clint Bowyer was interested in asking about. So, he wants to know: Why do you post workout videos on social media?

I don’t know why he cares so much about this. He’s had this talk with me already. He’s texted me. (Laughs) I think he thinks I’m trying to be like Danica or something, is what he was saying.

But I just think it’s just working hard and enjoying. I enjoy working out. I really do. I love it. And when you’re sweating and working hard, you want to show some of your fans that you’re getting after it. You’re doing things to try and improve yourself and be better. I think Clint knows that.

That’s probably what it is, because he doesn’t work out, so he’s probably like, “Man, you’re making me look bad. Stop posting these workout videos!”

That is definitely what it is. But, truthfully, every time I see Clint go run, and he’ll do it like twice a year, he’ll just take off out of the bus garage and then he comes back 20 minutes later and he did two and a half or three miles. And he doesn’t honestly look bad for not running that often, so he can probably do whatever he wanted and get in good shape in a hurry, I’d imagine. But he’s in good race shape, so that’s really all that matters.

The next interview I’m doing is with Daniel Suarez. Do you have a question for him?

I like Daniel a lot. We all know it’s a big step, what he’s doing this year. He’s working hard to do it right and do a good job with it, so that’s really cool.

I’m guessing he lives in North Carolina, close to Gibbs maybe? I really don’t know, but how does he enjoy living wherever he lives? Does he enjoy it as much as where he grew up (in Mexico)? I’m from Enumclaw (Wash.) and I live in North Carolina now and I loved where I grew up, and I really enjoy where I live now. I just want to get his opinion because his (situation) is from a lot further away than Enumclaw.

This 12 Questions interview is sponsored by Dover International Speedway. If you’re planning to attend the Dover race in June, please consider using my ticket link. Thanks!

Survivor Game Changers Power Rankings: Week 6

The Queen doesn’t stay Queen, as it turns out. Sandra, who was ranked at the bottom of the power rankings for most of the season, finally got the boot last week as players wised up to her threat level.

But man, how impressive was Sandra? She played an incredible game right up until the end and seemed to nearly pull off another escape. No wonder she won twice.

Now that she’s gone, though, we have a new name at the bottom. Here’s how I rank the remaining castaways based on best chance to win it all:

1. Zeke (Last week: 2). He essentially made the biggest move of the season, spearheading Sandra’s ouster. That gives him an honorary No. 1 spot this week, but I’m slightly concerned about his future based on the weakness of his new tribe.

2. Troyzan (Last week: 1). Troyzan ended up in a good spot with the tribe swap and still has an idol to play with. He’s in great shape for the merge.

3. Cirie (Last week: 5). Damn! Did you see how fast she, Aubry and Sierra did that puzzle? Cirie is one smart cookie, and she could slip into the Sandra slot as the top social player now, too.

4. Hali (Last week: 6). She’s played a clever game to this point, but seemed to have clashed with Brad at tribal a couple episodes ago. Can they work together? If so, and she makes the merge, I think she’s got a chance.

5. Sierra (Last week: 9). She’s got a great tribe and a solid alliance with Brad and Troyzan. Once she makes the merge, she could have a real shot because she won’t be an obvious threat.

6. Aubry (Last week: 11). The merge can’t get here soon enough for Aubry, because that’s when she can work her magic. In the meantime, she could be viewed as a threat.

7. Brad (last week: 10). He remains a huge target and could go home any week. But for now, his strong new tribe might win enough challenges to keep him safe.

8. Michaela (Last week: 12). If her new tribe loses, she might be a target. To avoid this, she MUST stay below the radar for a couple weeks and not get into any confrontations.

9. Sarah (Last week: 4). Her new tribe’s makeup isn’t very promising. At least if she makes the merge, she seems to have a potential alliance with Troyzan that could help her.

10. Andrea (Last week: 7). As is the case with Zeke and Sarah, she’s now on a weak tribe that could lose immunity for a couple straight weeks. That’s not good for merge chances.

11. Ozzy (Last week: 8). Ozzy’s name got mentioned at tribal council, and though he didn’t get any votes, he’s clearly known as a threat. That doesn’t bode well for the long-term, especially because he’ll be a quick target when they become one tribe.

12. Varner (Last week: 3). He plummets down the rankings this week because he’s clearly in the minority now after the tribe swap — and lost Sandra as a shield. If his group goes to tribal council again, the votes are likely coming for either Varner or Tai.

13. Debbie (Last week: 14). As much as a strategy session with Cochran might have helped other players, I doubt it will do much for Debbie. She might float to the merge because she’s not a target (unless they can’t stand her), but there’s zero chance she wins it all.

14. Tai (Last week: 13). He’s found three idols and still has two of them, but he keeps shooting himself in the foot. It was a sloppy tribal council performance, and it nearly cost him (or appeared that way). No matter how many idols he has, he won’t win if he keeps this up.

News Analysis: Fernando Alonso to run Indy 500, skip Monaco

What happened: Two-time Formula One world champion Fernando Alonso, sixth on the all-time F1 wins list with 32 Grand Prix victories, will skip Monaco to race in the Indianapolis 500 in May. He’ll drive a Honda-powered McLaren car run by Andretti Autosport.

What it means: A huge boost internationally for the Indy 500. An active F1 driver missing the biggest F1 race — which Alonso has won twice — to come drive at Indianapolis? That’s wild! It’s going to get a lot of attention around the world and will be quite a big story in motorsports from now through the race. Depending on how Alonso’s experience goes, it could pave the way for more famous drivers to try to the Indy 500 and raise the prestige level even further.

News value (scale of 1-10): Depends on where you’re reading this. It’s probably an 8 for international readers and a 6 if you live in the United States and only follow NASCAR. Alonso said in his view, the Indy 500 is “one of the most famous races on the global motorsport calendar, rivaled only by the Le Mans 24 Hours and the Monaco Grand Prix” and said he’d like to win the “Triple Crown” one day (which has only been achieved by Graham Hill, who raced in the 1960s). Of course, that perspective is different in the U.S., where even some race fans don’t know who Alonso is and may feel the Daytona 500 is just as big as the Indy 500. 

Questions: Can Alonso, who has never raced on a big oval (or any oval, perhaps), get up to speed quickly enough to be competitive? How much will this raise the international profile of the Indy 500, which was already coming off a ton of publicity with the 100th running? Is there anything NASCAR can do to counter this move for the Coca-Cola 600, which likely loses some of the media spotlight (Gordon? Stewart)?

Fernando Alonso speaks to reporters at a Shell-sponsored event in Austin before the 2014 race there. (Photo: Jeff Gluck)

Column: New All-Star Race format underwhelms

The reveal of this year’s All-Star Race format was more anticipated than usual for a few reasons.

First, Monster Energy is sponsoring the race. Getting Monster to put its stamp on the format had a lot of promise to be fresh and different.

Next, NASCAR and the tracks are enjoying an era of unprecedented collaboration with the drivers, with the exchange of ideas constantly going back and forth. Combine that with things like stage racing being introduced this year, and there seems to be an appetite for big changes in the sport.

So when the All-Star format was unveiled Tuesday afternoon, my leg was bouncing up and down with nervous energy.

They could do ANYTHING to the format! It’s a blank slate! What will be the big twist?

The answer: Tires.

Tires? Yes, tires.

Teams will get one set of tires that has a softer compound, which will theoretically enable them to go faster. If a team puts on that set before the final stage, the car has to drop to the back.

The tire twist is described as “a game-changer” in the NASCAR press release.

Tires…

……..

Look, I don’t hate this format. It’s just…underwhelming in a That’s it? sort of way.

A decade ago, the All-Star Race was special because it was the only time NASCAR had double-file restarts. Now every race has those. Then the All-Star race was unique because it had stages. Now every race has those, too.

So the fact there are going to be three 20-lap stages before the final 10-lap shootout? Eh.

I like that some drivers will be eliminated (only 10 cars make the 10-lap shootout), but it’s complicated to keep track of who they are. Three stage winners go to the final stage, plus seven drivers who had the best average finish in the three stages, which — HEY! Pay attention! You started to drift. Anyway, then the cars will be lined up in order of their average finish for the final pit stop, and the order for the final stage will be determined — HEY! Are you getting this??

OK, you know what? You’ll just figure it out when you’re watching.

The point is, with all the creative people and ideas bouncing around NASCAR these days, backed by a push from a new and innovative sponsor, the format could have been way outside the box and cutting edge.

Instead, they decided to have a race that is, in part, “an ode to the 1992 edition of the same distance.”

Tires, I’m afraid, aren’t going to sell any extra tickets.