CarMax is expanding its refreshed Wanna Drive? brand platform into the basketball world, partnering with WNBA rookie Paige Bueckers and NBA star Donovan Mitchell as the company continues to place its messaging alongside culturally relevant sports talent.
The campaign arrives as CarMax enters its fifth year as the official auto retailer partner of both the NBA and WNBA. Already a fixture in sports marketing through partnerships with the NWSL, Gotham FC and Angel City FC, the company is deepening its presence in professional basketball by aligning with two athletes known for their star power and personality.
CarMax Seeks Cultural Relevance Through Basketball
The new Wanna Drive? brand positioning — which debuted earlier this year — centers on putting customers “in the driver’s seat” through a flexible omnichannel shopping experience meant to reduce friction and build confidence.
To extend that message into the sports space, CarMax CMO Sarah Lane told Campaign the brand wanted talent who matched the modern, youthful tone of the platform.
“We’re looking to connect with the fans in a way that is culturally relevant,” Lane said. “Basketball for us has always been about putting the brand next to something that is interesting, hot in culture, and a little bit young and modern. With the talent we’ve partnered with over the years, those are the attributes we’ve looked for, and Paige and Donovan certainly hit those marks.”
The yearlong rollout includes TV spots, digital and social content, and appearances featuring Bueckers and Mitchell. Lane said the integrated approach is designed to keep engagement fresh, strengthen fan connection, and highlight athlete empowerment while reinforcing the Wanna Drive? message.
The House Band Returns, With Songs Tailored to Bueckers and Mitchell
A signature element of the new platform is the CarMax House Band — a lighthearted, music-driven creative device that offers a fun, energetic tone and positions the brand as a supportive “hype squad” for customers navigating the car-buying process.
“We launched our first brand campaign work for the Wanna Drive? platform in August, featuring our CarMax House Band singing songs about the confidence you have shopping, buying and selling with CarMax’s omnichannel experience,” said Lauren Smith, chief creative at 72andSunny Los Angeles.
To bring basketball into the fold, Smith said authenticity was the priority.
“For our sports campaign, we wanted to continue to build brand consistency and tonality with our House Band, while also being authentic to who our athletes are and what their fans love about them,” Smith said. “So we wrote personal and entertaining songs that celebrated the distinct personality and unique experiences of both Paige and Donovan.”
Bueckers — the No. 1 pick in the 2025 WNBA draft and already one of the league’s most popular young players — inspired a country-themed piece that draws from her humor and her first season in Dallas.
Mitchell, a first-team All-NBA guard known for his “Spida” nickname and dynamic play, also brought musical talent to the production.
“He’s also a drummer, so that shot of him playing the drums? He’s really playing,” Smith said.
With the new creative now rolling out, Lane said the goal is for viewers to walk away with a clear sense of an elevated, customer-first experience across all CarMax touchpoints.
The bright, playful tone of the campaign aims to reshape expectations of the car-shopping process by making it feel approachable and enjoyable.
The new Wanna Drive? spots debuted Monday across broadcast and digital platforms.
