You’ve seen the thumbnails. Maybe you were scrolling through old Super Bowl ad compilations or flipping through a 2008 issue of Sports Illustrated. The image of Danica Patrick in thong attire—or what appeared to be—is one of those cultural snapshots that basically defined an entire era of sports marketing. It's kinda wild to look back now and realize how much that specific "GoDaddy Girl" image overshadowed her actual stats on the track.
Honestly, the conversation around Danica’s wardrobe was never just about fashion. It was a calculated business move that turned a mid-tier IndyCar driver into a global household name. She wasn't just racing; she was selling an image that mixed high-speed adrenaline with a very specific kind of early-2000s "bikini babe" aesthetic. People still talk about it because it was so polarizing. Was she a pioneer for women in sports, or was she leaning too hard into the "sex sells" trope? The answer is probably both.
Why Danica Patrick in thong imagery became a marketing goldmine
The partnership between Danica Patrick and GoDaddy is basically the blueprint for how to "break the internet" before that was even a phrase. Back in 2005, GoDaddy was a relatively obscure domain registrar. Then they signed Danica. Suddenly, we weren't just getting race results; we were getting teaser trailers for "unrated" commercials that promised a lot more than just website hosting.
It worked. Like, really worked.
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- The GoDaddy Effect: Her ads were consistently the most-watched Super Bowl spots for years.
- The 2008 SI Swimsuit Issue: This was the peak. Posing for photographer Ben Watts on Singer Island, Florida, Danica stepped out of her firesuit and into white string bikinis.
- The "Unrated" Tease: GoDaddy’s whole strategy relied on showing 28 seconds of a "scandalous" ad and then telling viewers to go to their website to see the "too hot for TV" version.
The 2008 Sports Illustrated shoot was a massive deal. She was the first female driver to really lean into that world. She wore white bikinis that were—let's be real—pretty daring for the time, often paired with her racing boots or helmet. It wasn't just a photoshoot; it was a branding statement. She was telling the world that she could be the fastest person on the track and still look like a model on a beach.
The backlash that no one talks about
Not everyone was a fan of the "GoDaddy Girl" persona. Many of her peers in the racing world, and certainly a lot of sports journalists, felt she was undermining her credibility. Kyle Petty once famously called her a "marketing machine," suggesting her fame came from her looks rather than her driving.
But look at the numbers. She’s the only woman to win an IndyCar Series race (the 2008 Indy Japan 300). She took the pole at the 2013 Daytona 500. You don't do that just because you look good in a swimsuit. The Danica Patrick in thong search queries might have driven the clicks, but her talent kept her in the seat for nearly two decades.
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How her image evolved from bikinis to "Pretty Intense" fitness
Fast forward to 2026, and Danica’s brand looks a lot different. She’s traded the "GoDaddy Girl" tag for a more holistic, "warrior" vibe. After retiring from full-time racing in 2018, she pivoted hard into health and wellness.
If you follow her on social media today, you’re more likely to see her doing heavy deadlifts or talking about her "Pretty Intense" workout program than you are to see her in a racy commercial. She’s built a legitimate empire that includes:
- Somnium Wine: Her vineyard in Napa Valley.
- Warrior by Danica Patrick: An athleisure line that focuses on function over just "sexy" aesthetics.
- The Pretty Intense Podcast: Where she talks about everything from spirituality to fringe science.
She’s basically rebranded herself as a fitness guru and entrepreneur. The revealing outfits of the 2000s served their purpose—they built a massive platform and an $80 million net worth—but she’s clearly moved on to a stage where she's the one in total control of the narrative.
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Understanding the "Danica Double" legacy
When we talk about those viral images, we have to remember the "Danica Double" in 2018—her final races at the Daytona 500 and the Indy 500. She ended her career on her own terms, proving that she could command the spotlight without a "censored" bar across the screen.
The reality of the Danica Patrick in thong search trend is that it’s a relic of a very specific time in media history. In the mid-2000s, female athletes were often told they had to be "sexy" to get endorsements. Danica leaned in, took the money, and used it to build a life where she never has to answer to a sponsor again.
If you're looking for lessons from her career, it's about ownership. She owned her image, even when it was controversial. She used the attention to fund her passions. Whether you think the ads were too much or just right, you can't deny she played the game better than almost anyone else in the paddock.
Key takeaways for your own branding or fitness journey:
- Diversify your "why": Danica didn't just stay the "bikini girl"; she became a winemaker, an author, and a podcaster. Never let one image define your whole potential.
- Invest in longevity: Her "Pretty Intense" philosophy is about long-term health, not just looking good for a camera. Focus on strength and mobility over just aesthetics.
- Control the narrative: If you're building a personal brand, be the one who decides how you're seen. Danica’s shift from GoDaddy to Somnium shows how powerful a pivot can be.
To really see where she's at now, check out her latest podcast episodes or her vineyard's updates. She’s proving that there’s plenty of life—and profit—after the "viral" years.