DS Laboratories announced a multi‑year partnership with NASCAR driver Daniel Suárez, naming him the face of its Revita hair‑care line in the United States and Mexico.
Suárez, the first Mexican‑born driver to capture a Cup Series victory, has been celebrated for his on‑track tenacity and his off‑track advocacy for Latino communities. His recent win of the Coca‑Cola 600 at Charlotte Motor Speedway added a fresh chapter to a career that already includes a string of historic milestones.
A Strategic Alliance
The collaboration is anchored in a shared emphasis on performance and science. DS Laboratories, whose digital platforms have amassed more than a billion combined views on TikTok and Instagram/Facebook over the past year, will channel a substantial media budget into amplifying Suárez’s story across social channels.
A bilingual content program will roll out on Instagram, TikTok and Facebook, pairing Suárez’s racing exploits with behind‑the‑scenes looks at the Revita formulation process. His image will appear on DS Laboratories’ flagship digital properties, reinforcing the brand’s commitment to science‑driven results.
Beyond advertising, the partnership includes a fan‑engagement initiative called Daniel’s Amigos, designed to introduce Hispanic and Latino audiences to NASCAR. The program reflects a broader ambition to diversify the sport’s reach while highlighting Suárez’s role as the sport’s most influential Latino ambassador.