Tricon Garage is bringing some class to NASCAR with the addition of a new sponsor. Coach New York is taking on the Craftsman Truck Series.
According to a Thursday announcement, the luxury fashion house will join forces with Tricon Garage driver Toni Breidinger. Coach will serve as a primary sponsor in two races, starting this Saturday at Michigan International Speedway (Noon ET on Fox). Breidinger will showcase the black-and-white Coach scheme on her No. 5 Toyota Tundra TRD Pro.
The second race featuring the Coach colors will take place at Talladega Superspeedway. Breidinger will showcase the scheme on Oct. 17 as the playoff-eligible Truck Series drivers battle for spots in the Championship 4.
Embodying courage and style ✨
@tonibreidinger partners with @coach on a new look 🔥 pic.twitter.com/ZLV0iwiZh4— TRICON (@TRICONGarage) June 5, 2025
"Proud to have Coach on my truck for this weekend's race at Michigan," Breidinger posted on X, the platform formerly known as Twitter.
"To be a part of their SoHo Sneaker Campaign and now have them on the truck is a dream. Grateful to work with brands who embrace me and my self-expression."
Breidinger, a rookie in the Craftsman Truck Series, has helped bring multiple brands into the world of NASCAR. This fashion house is only the latest example.
Last weekend at Nashville Superspeedway, Breidinger showcased a scheme for 818 Tequila, the spirits brand founded by Kendall Jenner. This was the first primary race of a sponsorship deal that also includes an associate presence throughout the season.
Photo credit: Nigel Kinrade Photography
Breidinger also brought Victoria's Secret into the world of stock car racing during the 2023 season. The apparel brand served as a primary sponsor of Breidinger during two ARCA Menards Series races and two Truck Series races. This included Breidinger's series debut at Kansas Speedway when she finished 15th.
The partnership with Coach will now extend this streak. The luxury fashion house will make its on-track debut on Friday afternoon as Breidinger takes part in an extended practice session (1 p.m. ET). It will return to the track on Saturday morning for qualifying at 8:05 a.m. ET. The race will take place at noon ET. Fox will provide coverage.