Youth is everything in the modern world of NASCAR.
Youth is king.
Young, shiny, smiling, baby-faced drivers pitch, sell, advertise, name-drop and push commercial big-box products. The products bear a sponsor-specific logo. And NASCAR’s devoted, driver-loyal fans consume the products.
Cash changes hands; credit is swiped. Recession-proof money moves, swims and builds. The rich get richer. The fans keep buying. The drivers keep driving. NASCAR’s long-standing, big, simple game soldiers on.
And when it comes to selling in today’s shape-shifting, 24/7-streaming, increasingly self-involved market, youth is desired. Preferred. Nearly mandatory.
It’s a fact of modern life. A fact of NASCAR life. And it’s exactly what makes Mark Martin’s recent showing during race weekend at the Allstate 400 at the Brickyard in Indianapolis so stunning.
Martin, 49, should be on the trash heap by now.
Deep, heavy lines run through his face and surround his soft eyes. His 1950s-style United States Marine Corps buzz cut fell out of fashion long ago. His hair has faded, turned gray. And Martin, owner of 35 career wins, 41 poles and a 27-year NASCAR veteran, might be hard-pressed to find anything in common with the text-messaging, short-attention span, video game generation NASCAR’s current
youth-based movement is striving to sell to, convert and reach.
But, somehow, Martin is still burning.
He’s still driving.
And in the cutthroat modern world of NASCAR, he’s still alive.
“You just don’t know what it means to me to be competitive and drive a fast race car,” Martin said. “The fan response is overwhelming.
“Usually, when you get to this stage in your career, it’s hard to get sponsors to line up behind you. And I’ve been really blessed in that respect.”
NASCAR slowly phased out its old guard; Martin survived.
NASCAR pushed young, bright and new; Martin survived.
NASCAR evolved, embracing technology, statistics and computer-based results, increasingly taking a no-longer stock stock car out of drivers’ hands; Martin survived.
And now, Martin, the self-described “last of the gray hairs,” has found new life.
He shocked the Brickyard by qualifying second on Saturday. Fans responded by sweeping through his merchandise trailer and cheering his name each time it was announced.
Martin then endured Sunday’s joke of a race – a bland referendum on the state of Goodyear tires interspersed with ceaseless yellow caution flags and pit-road ventures – by running a smart, consistent path. He stayed out of trouble. He gave up the low groove to faster cars and ran high when he knew his own was a step slower. He fought and consistently stayed in the top-20 as other drivers floated up and down, aimlessly. And when Martin eventually withstood Sunday’s tire war, finishing 11th, his work was done.
Martin, the 49-year-old relic, visited historic Indianapolis Motor Speedway and left behind his own little piece of history.
And when Martin spoke of his work – his job – he spoke with reverence.
He called racing “life.”
Racing.
Life.
They’re synonymous for Martin.
And that’s why he’s survived the new, young NASCAR and its new world order.
“When I drive fast race cars, that is life. That is what life is all about,” Martin said. “I won’t have a chance to do that very much longer. So, you know, this is [all] very precious to me.”
btsmith@bristolnews.com | (276) 645-2569
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