"Tide Ride" Returns At Bojangles Southern 500

Tide and Joe Gibbs Racing will bring back one of the most iconic brands in the history of NASCAR for the Bojangles’ Southern 500 at Darlington Raceway on Sunday, September 4. Tide’s unforgettable orange and yellow paint scheme was reborn today as the Tide PODS Toyota Camry, to be driven by Matt Kenseth in the Labor Day Weekend classic.

For 20 years, an entire generation of racing fans cheered for the iconic “Tide Ride.” Driven by some of the sport’s legendary figures, including Darrell Waltrip, Ricky Rudd and Ricky Craven, the car amassed 20 total wins from 1987 to 2006. Each driver contributed a fabled chapter to the Tide Ride story— Waltrip’s famous victory lane dance following his Daytona 500 win in 1989; Rudd gutting out a win at the 1997 Brickyard 400; and Craven capturing the closest win in the sport’s history (.002 seconds) at Darlington in 2003.

“With Tide celebrating its 70th anniversary as a brand, there’s no better time to return to our roots in NASCAR for the Southern 500, and introduce a new generation of fans to the powerful new Tide PODS car,” said Amy Krehbiel, Brand Manager for Tide. “Matt Kenseth’s track record has proven him to be the type of commanding talent that we’re proud to align with the Tide PODS brand.”

As the newest driver to compete for Tide, Matt Kenseth brings nearly 20 years of experience in the NASCAR Sprint Cup Series, including 38 wins and the 2003 series championship.

“Tide has such a rich history in this sport,” said Kenseth.  “I can’t think of a better race to make their return to NASCAR than for the Southern 500. I’m looking forward to being a part of the second annual throwback weekend, and am proud to represent such an iconic brand. There have been many great moments associated with Tide and its former talented drivers; I’m honored to continue the legacy with Tide PODS at Darlington.” 

Tide will also serve as an associate sponsor on the remaining three Joe Gibbs Racing Toyotas of Denny Hamlin, Kyle Busch and Carl Edwards for the Labor Day weekend event. Additionally, the Nos. 18, 19 and 20 entries will carry Tide as an associate for the following two events at Chicagoland Speedway and Richmond International Raceway.

“This is a thrill for us,” said Joe Gibbs, owner of Joe Gibbs Racing. “Not only is this a throwback paint scheme that we know the fans will be excited for, but it is with a sponsor that has a tremendous history in our sport. This is our 25^th Anniversary season at Joe Gibbs Racing and I know it is the 70^th Anniversary of Tide. They really are a historic brand in our country and their new partnership with Joe Gibbs Racing for Darlington is a real honor.”