FRE® Nicotine Pouches Partners with 23XI Driver Riley Herbst to Fuel Performance at NASCAR's Highest Level

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SANTA MONICA, Calif.--(BUSINESS WIRE)--Mar 12, 2026--

FRE® Nicotine Pouches today announced a partnership with 23XI Racing driver Riley Herbst and the No. 35 team, bringing the brand to the NASCAR Cup Series. The partnership pairs FRE with one of the sport's most dynamic young drivers ahead of his hometown race at Las Vegas Motor Speedway on March 15, combining on-track visibility with an expanded retail presence through Terrible's, the Herbst family's well-known chain of convenience locations across the Las Vegas market.

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FRE branding will be prominently featured on Herbst's race car and driver suit across select race weekends during the 2026 NASCAR Cup Series season. The collaboration kicks off at Las Vegas Motor Speedway.

Through this partnership, FRE branding will be prominently featured on Herbst's race car and driver suit across select race weekends during the 2026 NASCAR Cup Series season. The collaboration kicks off at Las Vegas Motor Speedway, where Herbst and the 23XI Racing team enter the weekend with significant momentum following eight top-10 finishes between the team’s three drivers to start the 2026 season.

A third-generation racer with a genuine affinity for the brand, Herbst represents a natural alignment with FRE. Now in his second season competing full-time in the NASCAR Cup Series with 23XI Racing, Herbst brings a performance-first mentality to everything he does, from race day preparation to the split-second decisions made at 200 miles per hour.

"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 Riley 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 track, the partnership includes a full retail activation through Terrible’s, one of the largest convenience store chains in Nevada. FRE will hold preferred partner status across all Terrible's locations with 16 SKUs in-store. The activation also includes 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 Vegas race weekend. The result is a motorsports-to-retail loop where fans who see FRE on the No. 35 car at Las Vegas Motor Speedway can purchase the product at Terrible's that 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 stores and on the track.”

Built for those who desire to push boundaries, FRE is the nicotine pouch that propels people forward in the moments that count. The partnership with Herbst reflects FRE's belief in owning your edge, a mindset rooted in preparation, confidence, and control, whether in competition or everyday moments.

"Riley 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."

The collaboration underscores FRE's 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.

For more information on FRE, visit frepouch.com and on social media across Instagram and X.

For more information on Riley Herbst, visit rileyherbst.com and on Instagram.

For more information on Terrible’s, visit terribles.com and on social media across Facebook, Instagram, and X.

About FRE

FRE is made and distributed by Turning Point Brands ($TPB / NYSE: TPB), a manufacturer, marketer and distributor of branded consumer products. Designed by nicotine users for nicotine users, FRE was born out of a desire to push boundaries, confidently challenge old thinking, and provide adult nicotine users with a superior alternative to the dry, stale, and bland pouches you often find on the market. The result is a bold take on the white pouch experience.

About 23XI Racing

23XI Racing – pronounced twenty-three eleven – was founded by NBA legend Michael Jordan and three-time Daytona 500 winner Denny Hamlin in 2020. With rising NASCAR star Bubba Wallace selected to drive the No. 23 Toyota Camry, the team made its NASCAR Cup Series debut in the 2021 Daytona 500 at Daytona International Speedway. Wallace made history on October 4, 2021, when he captured his first career Cup Series win, becoming just the second African American to win in the Cup Series, and earning 23XI its first-ever victory. 23XI expanded to a two-car organization in 2022 with Cup Series Champion and Hall of Famer Kurt Busch driving the No. 45 Toyota Camry. With a win at Kansas Speedway in May of 2022, Busch earned 23XI the team’s first-ever playoff berth. Tyler Reddick joined the team in 2023 to drive the No. 45 car. In 2024, Reddick won the Regular Season Championship and raced to a spot in the Championship 4, a first for both the team and Reddick. In 2026, Reddick made history by winning the first three Cup Series races of the season, including the Daytona 500. 23XI currently features the lineup of Bubba Wallace in the No. 23 Toyota Camry XSE, Tyler Reddick in the No. 45 Toyota Camry XSE and Riley Herbst in the No. 35 Toyota Camry XSE. Corey Heim currently serves as the team’s development driver and races occasionally in the No. 67 Toyota Camry XSE. The team operates out of Airspeed, a state-of-the-art facility in Huntersville, N.C.

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CONTACT: FRE PR Team

[email protected]

KEYWORD: CALIFORNIA NEVADA UNITED STATES NORTH AMERICA

INDUSTRY KEYWORD: MEN SPORTS MOTOR SPORTS LICENSING (SPORTS) LIFESTYLE TOBACCO CONSUMER CONVENIENCE STORE RETAIL MARKETING ADVERTISING COMMUNICATIONS

SOURCE: FRE

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PUB: 03/12/2026 09:00 AM/DISC: 03/12/2026 09:04 AM

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