JTG Daugherty Racing team owner, ESPN analyst and former basketball star Brad Daugherty helped launch a campaign on Wednesday called Hoops Against Hunger to raise $1 million to fight hunger.

The first overall pick in the 1986 NBA Draft who wore the No. 43 to honor seven-time premier series champion Richard Petty helped provide more than 10,000 meals last Thanksgiving in Western North Carolina as part of his Brad Daugherty Foundation. In addition to working with Eblen Charities and the Southern Conference’s SoCon for Hoops Against Hunger, he plans to reach out to his basketball and NASCAR contacts to raise $1 million.

“I’m honored to have the opportunity to work with Eblen and the Southern Conference, and to provide a platform where we can feed our children,” Daugherty told the Asheville Citizen-Times.

The collection of food and funds will culminate with the SoCon Basketball Championships in March 2015 in Asheville, North Carolina.

At the annual Southern Conference Basketball media day at the Biltmore Estate, Daugherty also shared that he will return to covering basketball games, both college and NBA, beginning in December after ESPN’s NASCAR coverage ends in November.

Daugherty’s No. 47 team with driver AJ Allmendinger earned its first NASCAR Sprint Cup Serieswin at Watkins Glen International in August and advanced to its first Chase for the NASCAR Sprint Cup. The team was eliminated from NASCAR’s playoffs in the first round at Dover International Speedway.