CarMax Drives into New Era with Star Athletes and Tech-Forward Approach

NEW YORK, NY – November 17, 2025 – CarMax is accelerating its bid to capture a larger share of the evolving automotive retail landscape with a new marketing campaign featuring basketball stars Paige Bueckers and Donovan Mitchell. The company’s “Wanna Drive?” campaign, launched immediately, highlights its commitment to a seamless, tech-driven buying experience, reflecting a broader industry shift towards convenience and customer control.

Shifting Gears: How CarMax is Adapting to a New Automotive Era

The used car market has undergone a dramatic transformation in recent years, driven by digital disruption and changing consumer preferences. CarMax, already a dominant player with a no-haggle pricing model, is doubling down on technology and customer-centricity to maintain its edge. “The modern consumer wants convenience and control,” said an industry analyst. “They want to research, compare, and even purchase a vehicle from the comfort of their own homes, and CarMax is positioning itself to meet those demands.” The “Wanna Drive?” campaign features the company’s AI virtual assistant, ‘Skye’, and at-home pickup options, showcasing its commitment to an omni-channel experience that blends online and in-store interactions. Financial reports indicate CarMax is prioritizing this strategy, with online transactions now representing approximately 32% of net revenues.

Beyond the Court: Athlete Endorsements as a Marketing Play

The selection of Bueckers and Mitchell isn’t merely a branding exercise; it represents a strategic investment in connecting with a digitally savvy audience. “These athletes embody qualities that resonate with today’s consumers – athleticism, authenticity, and a strong social media presence,” explained a sports marketing consultant. “They're relatable figures who can elevate a brand's image and drive engagement.” Bueckers, a rising star in the WNBA, brings appeal to a growing audience of female sports enthusiasts, while Mitchell's established NBA presence provides broad reach and recognition. CarMax's long-standing partnership with both the NBA and WNBA provides a foundation for this athlete-focused strategy, deepening its existing connection with basketball fans. The company’s decision to invest in both a male and female athlete demonstrates a commitment to inclusivity and a desire to appeal to a diverse consumer base. The potential return on investment for such endorsements is substantial, with analysts predicting significant increases in brand awareness and customer engagement.

Doubling Down on Women’s Sports: A Strategic Commitment

CarMax’s support for women's sports extends beyond a single endorsement deal. The company’s long-term sponsorship of the WNBA demonstrates a genuine commitment to the league and its athletes. This commitment comes at a pivotal moment, as women’s sports are experiencing unprecedented growth in viewership and media coverage. “Brands are recognizing that supporting women’s sports is not just a socially responsible move; it’s a smart business decision,” said a DEI consultant. “The audience is there, and it’s growing rapidly.” By aligning itself with female athletes and the WNBA, CarMax is positioning itself as a champion of inclusivity and a brand that resonates with socially conscious consumers. An anonymous source within the company stated that the support for women’s sports “aligns with our broader values of diversity, equity, and inclusion.” This commitment isn’t limited to marketing; CarMax is also investing in initiatives that promote gender equality within its own workforce.

Navigating a Competitive Landscape and Future Outlook

While CarMax is making strategic investments in technology and marketing, it operates in a highly competitive landscape. Carvana, AutoNation, and other players are also vying for market share, employing similar tactics such as online sales platforms and customer-centric approaches. Despite recent financial fluctuations – including a significant drop in preliminary earnings reported for Q3 FY2026 and a change in CEO – CarMax remains a dominant force in the used car retail market, currently holding around 3.7% of the nationwide age 0-10 year old used vehicle market. “CarMax has a strong brand reputation and a well-established infrastructure,” said an industry analyst. “However, it needs to continue innovating and adapting to stay ahead of the competition.” The company’s commitment to its omni-channel strategy, coupled with its strategic partnerships with athletes like Bueckers and Mitchell, suggests it is well-positioned to navigate the challenges and opportunities that lie ahead. The key will be to maintain a focus on customer experience, leverage technology effectively, and continue to build brand loyalty in an increasingly competitive market.