NASCAR is racing into kids’ living rooms with an all-new docu-series on Nickelodeon titled, “Hammer Down,” which will premiere Wednesday, Nov. 5 at 10 p.m. ET during the NickSports programming block on Nicktoons. “Hammer Down” is an original, four-episode series featuring four of NASCAR’s rising stars – Kyle Larson, Ryan Blaney, Darrell Wallace Jr. and Kenzie Ruston. It is the latest programming from a major sports league to join the sports block lineup, which airs every Wednesday from 9-11 p.m. ET.
Produced by EMMY Award-winning NASCAR Productions, the eight- to 12-minute episodes will give audiences an all-access pass into the young athletes’ lives as they aspire to become elite NASCAR drivers, while also enjoying time with friends and coming of age as young adults.
“‘Hammer Down’ gives young sports fans an inside look into the world of NASCAR through relatable personalities,” said Zane Stoddard, NASCAR vice president of entertainment marketing and content development. “Nickelodeon is the leader in the kids’ entertainment space and we’re thrilled about the opportunity to align with such an influential brand to reach the next generation of NASCAR fans.”
The first two episodes titled “A Picture of Speed” and “The Family Business” will debut on Nov. 5 spotlighting Wallace and Blaney, respectively. In the episodes, the drivers will share their racing roots, walk viewers through a NASCAR race shop and garage and open up about their hobbies and the practical jokes that continue to bond them as friends. On the track, Wallace has solidified himself as a fierce competitor with four NASCAR Camping World Truck Series career wins, including a stirring victory at Virginia’s Martinsville Speedway on Oct. 25. A third generation NASCAR driver, Blaney is also making his mark on the sport with 10 top-five and 15 top-10 finishes in the NASCAR Camping World Truck Series this season.
The final two episodes will be centered on NASCAR Sprint Cup Series driver Kyle Larson and NASCAR K&N Pro Series East driver Kenzie Ruston, and are scheduled to air later this month. Larson won the 2013 NASCAR Nationwide Series Sunoco Rookie of the Year award and the 2012 NASCAR K&N Pro Series East championship — and is the run-away leader of this year’s rookie standings in NASCAR’s top series, the NASCAR Sprint Cup Series. As the highest finishing female in NASCAR K&N Pro Series history, Ruston brings a unique perspective to the “Hammer Down” line-up.
“Partnering with NASCAR offers our audience new, original content that showcases the excitement that NASCAR brings. The launch of Hammer Down in the NickSports block connects kids and their families with NASCAR’s rising stars, allowing them to follow these young drivers as they pursue their dreams,” said Keith Dawkins, senior vice president and general manager, Nicktoons, TeenNick and Nick Jr.
In addition to “Hammer Down,” NASCAR Productions will create four 60- to 90-second vignettes that will air during the NickSports block. The vignettes will focus on key strategic NASCAR initiatives that reflect principles of STEM (science, technology, engineering and math), the athleticism of NASCAR drivers and the sanctioning body’s Green efforts, among other topics.
Prior to “Hammer Down,” NASCAR partnered with Nickelodeon to integrate NASCAR talent and content into its network programming such as the “Kids’ Choice Awards” (Danica Patrick, 2012 and 2013), “Kids’ Choice Sports”(Danica Patrick, 2014), “Team Umizoomi” (Jeff Gordon, 2012) and an upcoming “Bubble Guppies” episode (Jimmie Johnson, premiering in 2015). Drivers Gordon and Ryan Newman have also driven Teenage Mutant Ninja Turtles-themed vehicles in past NASCAR races. Additionally, Stoddard serves on the “Kids’ Choice Sports”council, consisting of influencers in the sporting world who lend their expertise to help inform the awards show.
NickSports, a primetime programming block airing every Wednesday (9 – 11 p.m. ET) on Nicktoons, features a rotating lineup of sports-themed content including series, specials and documentaries from professional leagues and key athletes, as well as acquired theatrical movies. The weekly block includes original and acquired long- and short-form content from the NFL, MLS, NASCAR and WWE, including the hit animated series Wild Grindersfrom Rob Dyrdek, the NFL RUSH ZONE franchise, the magazine-format show “NFL RUSH” and “WWE Slam City.”
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