Paige Bueckers and Donovan Mitchell Take the Wheel in CarMax’s “Wanna Drive?” Campaign
CarMax (NYSE: KMX) launched a multi-year advertising partnership with WNBA star Paige Bueckers and NBA star Donovan Mitchell as part of its renewed “Wanna Drive?” campaign, announced Nov 17, 2025.
The campaign’s new spots highlight CarMax’s digital tools—AI virtual assistant Skye, express pickup, and an at-home pickup option rolled out to the majority of customers—and will run across linear sports (ABC, CBS, ESPN), Amazon Prime, Peacock, YouTube, Meta, and TikTok.
Bueckers and Mitchell will also take part in personal appearances, community engagements, and activations to connect with fans and promote CarMax’s customer-centric buying and selling experience.
CarMax (NYSE: KMX) ha avviato una partnership pubblicitaria pluriennale con la stella WNBA Paige Bueckers e la stella NBA Donovan Mitchell nell'ambito della rinnovata campagna “Wanna Drive?”, annunciata il 17 novembre 2025.
I nuovi spot della campagna evidenziano gli strumenti digitali di CarMax—l'assistente virtuale AI Skye, il ritiro express, e un'opzione di ritiro a domicilio estesa alla maggior parte dei clienti—e saranno trasmessi su, tra l'altro, sport lineari (ABC, CBS, ESPN), Amazon Prime, Peacock, YouTube, Meta e TikTok.
Bueckers e Mitchell parteciperanno anche a apparizioni personali, impegni comunitari e attivazioni per connettersi con i fan e promuovere l'esperienza di acquisto e vendita incentrata sul cliente di CarMax.
CarMax (NYSE: KMX) lanzó una asociación publicitaria plurianual con la estrella de la WNBA Paige Bueckers y la estrella de la NBA Donovan Mitchell como parte de su renovada campaña “Wanna Drive?” anunciada el 17 de noviembre de 2025.
Los nuevos anuncios de la campaña destacan las herramientas digitales de CarMax—el asistente virtual de IA Skye, el servicio de recogida exprés y una opción de recogida a domicilio implementada para la mayoría de los clientes—y se transmitirán en televisión deportiva lineal (ABC, CBS, ESPN), Amazon Prime, Peacock, YouTube, Meta y TikTok.
Bueckers y Mitchell también participarán en apariciones personales, compromisos con la comunidad y activaciones para conectar con los fans y promover la experiencia de compra y venta centrada en el cliente de CarMax.
CarMax (NYSE: KMX)은 WNBA 스타 페이지 뷰커스와 NBA 스타 도노반 미첼과 함께 향상된 “Wanna Drive?” 캠페인의 다년간 광고 파트너십을 시작했습니다. 발표일: 2025년 11월 17일.
캠페인의 새로운 광고는 CarMax의 디지털 도구—AI 가상 비서 Skye, 익스프레스 픽업, 대부분의 고객에게 확대된 가정 내 픽업 옵션—을 강조하며 ABC, CBS, ESPN 등의 스포츠 채널, Amazon Prime, Peacock, YouTube, Meta, TikTok에서 방영될 예정입니다.
뷰커스와 미첼은 팬과의 만남, 커뮤니티 참여 및 팬 연결을 위한 활성화 행사에도 참여해 CarMax의 고객 중심의 매매 경험을 홍보합니다.
CarMax (NYSE: KMX) a lancé un partenariat publicitaire pluriannuel avec la star de la WNBA Paige Bueckers et la star de la NBA Donovan Mitchell dans le cadre de sa nouvelle campagne “Wanna Drive ?”, annoncée le 17 novembre 2025.
Les nouveaux spots de la campagne mettent en valeur les outils numériques de CarMax—l’assistant virtuel IA Skye, le ramassage express et une option de ramassage à domicile déployée pour la majorité des clients—et seront diffusés sur les sports linéaires (ABC, CBS, ESPN), Amazon Prime, Peacock, YouTube, Meta et TikTok.
Bueckers et Mitchell participeront également à des apparitions personnelles, des engagements communautaires et des activations pour se connecter avec les fans et promouvoir l’expérience d’achat et de vente centrée sur le client de CarMax.
CarMax (NYSE: KMX) hat eine mehrjährige Werbepartnerschaft mit der WNBA-Superstarin Paige Bueckers und NBA-Star Donovan Mitchell als Teil seiner erneuerten Kampagne „Wanna Drive?“ angekündigt, am 17. November 2025.
Die neuen Spots der Kampagne heben CarMax's digitale Tools hervor—den KI-virtuellen Assistenten Skye, den Express-Abholservice und eine Heimabhol-Option, die den Großteil der Kunden erreicht—und sie werden über lineare Sportkanäle (ABC, CBS, ESPN), Amazon Prime, Peacock, YouTube, Meta und TikTok ausgestrahlt.
Bueckers und Mitchell werden außerdem an persönlichen Auftritten, Community-Engagements und Aktivierungen teilnehmen, um Fans zu erreichen und CarMax's kundenorientierte Kaufs- und Verkaufserfahrung zu fördern.
CarMax (NYSE: KMX) أطلقت شراكة إعلان متعددة السنوات مع نجمة الـ WNBA Paige Bueckers ونجم الـ NBA Donovan Mitchell كجزء من حملتها المجدّدة “Wanna Drive?”، كما أُعلن في 17 نوفمبر 2025.
تسلط إعلانات الحملة الضوء على أدوات CarMax الرقمية—المساعد الافتراضي بالذكاء الاصطناعي Skye، وخيار الاستلام السريع، وخيار الاستلام المنزلي الذي أُطلق لمعظم العملاء—وستعرض عبر القنوات الرياضية الخطية (ABC، CBS، ESPN)، وأمازون برايم، Peacock، YouTube، Meta، وTikTok،.
كما سيشارك Bueckers وMitchell في حضور شخصي، ومشاركات مجتمعية، وأنشطة تفعيلية للتواصل مع المعجبين والترويج لتجربة الشراء والبيع التي يركز عليها CarMax.
- Announced multi-year partnerships with Paige Bueckers and Donovan Mitchell
- Campaign highlights AI virtual assistant Skye and express pickup
- At-home pickup offering rolled out to the majority of customers
- None.
Insights
CarMax launches multi-year partnerships with Paige Bueckers and Donovan Mitchell to extend its "Wanna Drive?" campaign and spotlight customer-centric services.
CarMax deepens its sports sponsorship play by signing multi-year partnerships with Paige Bueckers and Donovan Mitchell, using new spots that illustrate online buying, AI assistance (Skye), express pickup, and broader at-home pickup availability. The campaign leverages the athletes' profiles to translate brand attributes—convenience, control, and personality—into clear service demonstrations across linear and streaming platforms starting
Risks and dependencies include the usual limits of celebrity-driven marketing: sustained return depends on creative resonance, measurement of incremental sales or foot traffic, and execution of the highlighted services at scale. The announcement cites at-home pickup rolled out to a majority of customers; maintaining operational quality for that offering will determine whether the messaging matches customer experience.
Watch for short-term signals over the next 3–6 months: campaign reach on broadcast and streaming platforms, engagement metrics on YouTube/Meta/TikTok, and any disclosed metrics tying the campaign to traffic or transaction lift. Over a 12-month horizon, monitor whether the company reports measurable increases in online conversions or sell-side volumes that align with the campaign's claims.
The new faces of CarMax prove that confidence isn’t just for game day
RICHMOND, VA, Nov. 17, 2025 (GLOBE NEWSWIRE) -- CarMax, Inc. (NYSE: KMX), the nation’s largest retailer of used cars and the Official Auto Retailer of the NBA and WNBA, is back in the game with a new campaign and multi-year partnerships with basketball stars Paige Bueckers and Donovan Mitchell. In this next chapter of CarMax’s “Wanna Drive?” campaign, the two athletes bring their signature confidence off the court, showing how CarMax empowers every customer to buy or sell on their own terms.
Key Takeaways:
- Star-Studded Lineup: CarMax tips off multi-year partnerships with WNBA and NBA stars Paige Bueckers and Donovan Mitchell, bringing these players closer to fans through ads and event appearances.
- In the Driver’s Seat: From Bueckers shopping online with help from CarMax’s AI-powered virtual assistant Skye, and using express pickup, to Mitchell selling his car “Spida style” by scheduling a convenient at-home pickup, the new spots show how CarMax puts the customer in control.
- Courtside Champions: CarMax keeps basketball and women’s sports in the spotlight, highlighting athletes and their game-changing impact on and off the court.
New “Wanna Drive?” Ad Spots
The new “Wanna Drive?” spots from 72andSunny Los Angeles feature Bueckers and Mitchell bringing their own signature style and energy to the screen, alongside the new CarMax House Band introduced earlier this year. The campaign brings CarMax’s seamless experience to life, and showcases how the company is reshaping the way customers approach buying and selling – making the process as effortless as Bueckers or Mitchell sinking a three-pointer.
In Bueckers' spot, she shops for her next ride with help from CarMax’s AI-powered virtual assistant, Skye, completing paperwork from her new home in Texas before finishing the process in person with express pickup. Meanwhile, Mitchell sells his car “Spida style,” receiving a quick online offer and scheduling an at-home pickup, a new offering CarMax recently rolled out to the majority of customers that allows them to sell their car and have it picked up from the comfort of their home or office. In both ads, the message is clear: the customer is always in the driver’s seat.
“Partnering with CarMax is such an incredible opportunity,” said Paige Bueckers. “I’ve always admired how CarMax celebrates WNBA athletes and ensures our personalities shine through their ads, so being part of that roster of basketball stars is such an honor. I loved that this campaign both celebrated my new life in Texas and showed how CarMax’s technology and flexible options make buying a car so easy.”
“I like taking control on the court, and the same goes for buying or selling a car,” said Donovan Mitchell. “CarMax lets customers do it all on their terms. And when the deal’s done, find me a pair of drumsticks to celebrate the W with a solo!”
CarMax Deepens its Commitment to Sports
Over the years, CarMax commercials have become a fixture during NBA and WNBA broadcasts, winning over basketball fans with creative spots that showcase the personalities of their favorite players. Past campaigns have featured some of the game’s biggest names, giving fans a glimpse into athletes’ lives beyond the court.
As the Official Auto Retailer of the NBA and WNBA and a longtime partner of both leagues, CarMax continues to strengthen its connection with basketball fans while championing the growth of women’s sports. Since 2020, CarMax has scaled its commitment to women’s sports more than tenfold and, as a WNBA Changemaker, has strategically supported initiatives to elevate the league and its athletes. CarMax also now serves as a presenting partner of Amazon’s new show NBA on Prime Pregame, finding fresh ways to engage and connect with NBA fans.
“Paige and Donovan are more than elite athletes – they are cultural leaders whose talent, drive, and authenticity inspire their millions of fans,” said Sarah Lane, CMO, CarMax. “Just as these incredible athletes lead on the court with skill and confidence, CarMax is proud to deliver the most customer-centric car buying and selling experience in the industry. Together, we want to show what it looks like to drive the game, and put the customer in control.”
Starting today, the spots will premiere across linear sports (including ABC, CBS, ESPN) as well as Amazon Prime and Peacock. It will also extend to major platforms including YouTube, Meta and TikTok.
Beyond the ad spots, Bueckers and Mitchell will be participating in personal appearances, community engagements and other activations that connect with fans and support the growth of basketball.
The spots can be found here and here.
For more information and to sell, shop or browse for your next car, visit CarMax.com.
About CarMax
- Founded more than 30 years ago, CarMax set out to fundamentally change the way people buy used cars — offering the honesty and transparency customers deserve. It was the original disruptor to introduce a true "no-haggle" car-buying model, setting a new standard for the industry.
- Today, CarMax has grown into the nation's largest retailer of used cars with more than 250 stores nationwide and more than 28,000 associates, and is proud to have been recognized for 21 consecutive years as one of the Fortune 100 Best Companies to Work For®.
- At CarMax, customers are in the driver’s seat. Whether shopping online, in-store, or a combination of both, we make the process seamless and empowering — offering guidance at every step so you feel confident in your purchase.
- CarMax gives customers the flexibility to buy a vehicle online and either pick it up quickly in-store through express pickup or have it delivered to their home or workplace with home delivery (available within a 60-mile radius of select stores).
- CarMax offers a 10-day Money Back Guarantee so customers have plenty of time to decide if the car they buy is right for their life.
- For customers trading in or selling, at CarMax, we’ll buy your car even if you don’t buy ours®. Get an online offer in two minutes or less; it’s good for seven days to compare options. Track your car’s estimated value over time with Offer Watch, with no purchase or sale required, and then sell the car and have it picked up from the comfort of your home or office with an at-home pickup (fee and restrictions may apply).
- Customers can shop CarMax's nationwide inventory of more than 45,000 cars with upfront pricing, and have the option to ship to the customer’s local store (fee and restrictions may apply), with no pressure to buy.
- For more information, visit CarMax.com.
Attachments
- Paige Bueckers and Donovan Mitchell Take the Wheel in CarMax’s “Wanna Drive?” Campaign
- Paige Bueckers and Donovan Mitchell Take the Wheel in CarMax’s “Wanna Drive?” Campaign
Public Relations CarMax (855) 887-2915 PR@CarMax.com
FAQ
What did CarMax announce on Nov 17, 2025 about KMX partnerships?
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Where will CarMax (KMX) air the new “Wanna Drive?” spots?
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What KMX service lets customers sell a car from home?
