Riley Herbst’s No. 35 Toyota will roar into NASCAR’s All-Star Race at North Wilkesboro Speedway draped in Monster Energy’s iconic black-and-green colors. The 23XI Racing rookie, making waves in his debut Cup Series season, will showcase the $58 billion energy drink giant’s branding under the lights on May 18, a high-profile nod to the team’s sponsor firepower.

The announcement, teased via 23XI Racing’s social media, pairs Herbst’s debut campaign with Monster Energy’s return to prominence in NASCAR. Teammates Bubba Wallace and Tyler Reddick will sport Logitech and SiriusXM schemes, but Herbst’s ride steals focus as a statement of corporate confidence in the young driver’s potential.

23XI Racing’s New All-Star Race Scheme with Monster Energy Revealed

Monster Energy’s partnership with 23XI Racing marks a strategic resurgence for the brand, which once dominated NASCAR through its ties with Kurt Busch and Stewart-Haas Racing. Riley Herbst’s No. 35 car, wrapped in the classic black-green Monster accents, revives a design synonymous with aggressive racing, a fitting motif for the All-Star Clash’s no-holds-barred format.

The timing aligns with Herbst’s rapid ascent. After a standout Truck Series career, the 26-year-old’s Cup Series move shocked fans expecting Corey Heim to claim the seat. Denny Hamlin, 23XI co-owner, has downplayed immediate results, emphasizing growth.

“He’s very underrated in the talent side of things,” Hamlin said earlier this year, having his full confidence in Herbst. “I really feel confident that Riley will outperform expectations this year. I think he’s very hungry, I think he’s very focused.”

Riley Herbst’s High-Stakes Debut Under Denny Hamlin’s Watch

Herbst enters the All-Star Race amid sky-high expectations. Hamlin, a vocal mentor, has urged the rookie to prioritize adaptability over podium finishes. “My expectations are that he is going to perform better than 95 percent of people’s expectations,” Hamlin noted, stressing that raw pace, not just results, will define Herbst’s rookie year.

“I think there is still going to be a learning curve there, but I just want to see him get better as the year goes on. I know that is a cliché answer, but I believe he is better than people think.”

The All-Star format, with its elimination rounds and million-dollar prize, offers Herbst a trial by fire. Unlike points races, there’s no margin for conservative strategy. For Monster Energy, the event is a global spotlight, and a test of whether Herbst can translate Truck Series grit into Cup Series glory.

Meanwhile, Hamlin’s analytical approach looms large. After critiquing Bubba Wallace and Tyler Reddick’s performances, he’ll scrutinize Herbst’s every move.

“My expectations of Tyler, of Bubba, they’ve changed year after year because I expect them to keep getting better. … I think he’s [Herbst] going to be a person that will contend inside the top 20 on most weeks,” Hamlin reiterated. Growth isn’t just a goal for a rookie paired with a $58 billion titan — it’s non-negotiable.