CATEGORY CLAIMED

Fast Never Sleeps

CHALLENGE

WELD Racing had been a cornerstone of drag racing for decades—known, respected, and feared at every level of competition. But that dominance came with a catch: to most of the market, WELD was only a “drag wheel company.” And that perception was costing us.

The rise of multi-purpose builds, crossover use cases, and street-driven horsepower demanded a new kind of product—and a new kind of story. We weren’t just missing opportunity. We were boxed in by our own reputation.

It was time to move beyond the lane we owned—and claim the category we deserved.

TRANSFORMATION

Category Expansion
Brand Repositioning
Product Innovation

STORY

As CMO of WELD Racing, I led the company through a bold repositioning that transformed how racers, builders, and the industry saw the brand.

The catalyst? A powerful category idea: Fast Never Sleeps.

While the original naming came through an agency collaboration, everything that followed—from execution to expansion—happened under my leadership.

We turned “Fast Never Sleeps” from a line into a movement:

• We finessed a new brand identity rooted in performance, precision, and modern design.

• We launched the industry’s lightest monoblock forged beadlock wheels—based on the Delta-1 race wheel in NHRA, these were revolutionary products that blended the aggressive strength of drag racing with the elegance and style the street scene demanded.

• We reframed our messaging, not around the past, but around a shared ethos: for builders, racers, and tuners who never stop chasing the next tenth.

• We leaned further into WELD’s newest product line, Performance RF wheels, a line that was more budget-concious while delivering a level of quality no other flow-form line could touch, engaging with thousands of enthusiasts every day.

This wasn’t a departure from our roots. It was an evolution—one that honored our legacy by building a future that felt just as fast, just as fearless, and way more relevant.

IMPACT

• Repositioned WELD from “drag-only” to category leader in Street & Strip performance and gave it real estate to expand into truck.
• Rolled out a new brand identity, product architecture, and story system that spanned digital, dealer, and event activations
• Launched the SM Monoblock Forged Beadlock line—introduced at PRI 2024 with a major splash and driving buzz across racing and enthusiast circles
• Increased ROAS to 32x within 9 months of relaunch
• Re-energized brand equity, dealer engagement, and product demand in a saturated performance wheel market

TAKEAWAY

Category leadership isn’t inherited.
It’s claimed—with clarity, conviction, and a product to back it up.

“Fast Never Sleeps” became more than a name. It became our North Star.

Under my leadership, WELD Racing didn’t just keep up with the future—we helped define it.