The design of Kyle Busch’s car representing the cannabis brand 3CHI, was banned by NASCAR this season. The stand-out issue with the design was the pronounced use of marijuana leaf imagery, which didn’t fit with current NASCAR regulations. While the car never made it to the track, renderings have now been released, offering a glimpse into what could have been groundbreaking branding in NASCAR.
The unconventional design featured a sleek white finish, bold marijuana leaf patterns, and eye-catching gold accents. This design was conceived in collaboration with 3CHI to offer a distinct team identity, but the design hit a regulatory roadblock. 3CHI, a brand focused on hemp-derived cannabinoids, was blocked.
In case you missed it, here’s the full custom @KyleBusch design that didn’t make it to the track! 🚗💨 NASCAR’s current policies don’t allow marijuana-related designs, but we’re here to push boundaries and change the game. Maybe one day, you’ll see this on the track! 🙌 #KyleKush… pic.twitter.com/o9sIcbqYjX
— 3CHI (@3ChiCanna) November 17, 2024
3CHI has its roots in the 2018 Farm Bill, which legalized hemp-derived cannabinoids. This legislation spurred a surge in cannabis-related product marketing across various industries, including sports. However, NASCAR, influenced by both its internal guidelines and wider governmental policies, maintains strict restrictions regarding marijuana advertising.
While the legal landscape concerning hemp-derived products is more open, NASCAR’s policies currently draw a firm line against the explicit use of marijuana-related designs.
Sean Gardner/Getty Images
3CHI has been involved in the NASCAR scene for several years, initially making a significant splash as a sponsor. However, legislative constraints regarding hemp product advertising have recently led to the brand slowly pulling away from the sport. The company’s appearances in 2024 were limited, sponsoring Kyle Busch’s No. 8 car during the championship race in Phoenix. Despite these constraints, 3CHI has stayed committed to its association with Kyle Busch and Richard Childress Racing.
As for Busch, this season marked a dry spell, ending without a single victory—a first in his Cup Series career. The departure of Mars Candy following Kyle’s move from Joe Gibbs Racing to Richard Childress Racing opened a sponsorship void that 3CHI and other unique brands like Rebel Bourbon and Zone nicotine pouches have tried to fill.
Now, speculation swirls around the continuance of the Busch and 3CHI partnership into the 2025 season, particularly considering the decrease in 3CHI’s track presence in 2024 and the political vagaries surrounding cannabis-related products. Nonetheless, if there were a shift in NASCAR’s advertising guidelines, it could unlock substantial new revenue streams. Kyle Busch merchandise showcasing the banned design—such as diecast models and themed racewear—could become highly marketable.
Despite the present restrictions and the car design’s absence from NASCAR tracks, the “Kyle Kush” line of 3CHI products has maintained an audience, proving its popularity.
