NASCAR driver Bubba Wallace landed a sponsorship from Columbia Sportswear, which cited his “fortitude, courage, conviction around what he is standing up for” — a seeming reference to the noose hoax and Wallace’s overall voice on social justice issues.
“With COVID there’s not a lot of sports that have been on and with popular culture and everything Bubba has stood up for, we had really been watching him as he rose to national attention,” Joe Boyle, Columbia Brand president said in a statement to The Associated Press.
“Everything he stood for, in terms of his fortitude, courage, conviction around what he is standing up for, that’s what really Columbia has stood up for all these years, as well,” he added.
Wallace, NASCAR’s only full-time black driver, rose to the national spotlight after claiming to discover a “noose” in his garage at Talladega Superspeedway.
To the next generation and little ones following my foot steps..#LoveWins pic.twitter.com/tVaV3pkdLe — Bubba Wallace (@BubbaWallace) July 6, 2020