Bubba Wallace will drive a Space Jam-themed car on July 5 at Chicagoland Speedway. The car's design blends imagery from the basketball film starring Michael Jordan with Upper Deck's sports and entertainment licensing portfolio.
What happened?
Upper Deck partnered with Warner Bros. Discovery Global Consumer Products and NASCAR team 23XI Racing to feature the special paint scheme on Wallace's No. 23 Toyota Camry XSE.
Why it matters for Bubba Wallace
The collaboration brings together the cultural impact of Space Jam, the energy of NASCAR, and the passion of collectors in a unique way, according to Upper Deck President Jason Masherah.
The design is part of a broader celebration of the film's 30th anniversary, which includes limited-time digital trading cards, a diecast model of the car, and a line of anniversary products.
What comes next?
Upper Deck will release a pair of limited-time digital trading cards tied to the event through its e-Pack platform, with autographed versions and parallel cards available as chase items.
On July 2, Upper Deck will host a Space Jam watch party at Chicago's Navy Pier, where the themed race car will be on display and attendees will receive giveaways, including exclusive prints and personalized trading cards.
Bubba Wallace's No. 23 car is scheduled to take the track with the special Space Jam design during NASCAR's return to Chicagoland Speedway on July 5.
The event is part of 23XI Racing's push into nontraditional partnerships, according to team President Steve Lauletta.
Upper Deck's authenticated memorabilia division will release a separate collection of signed items tied to the anniversary, including artwork using new “5D” display technology and multiple pairs of autographed Air Jordan sneakers.
The Space Jam 30th Anniversary celebration will also include a new brand of licensed prints called Curated®, debuting with imagery from the original film.
Upper Deck is planning a broader line of anniversary products, including a “Skybox Metal Universe Space Jam 30th Anniversary” trading card set featuring characters from the film, rare inserts and autographs, including from Jordan and voice actors.
The promotion is a unique opportunity for collectors and racing fans to come together and celebrate the film's anniversary.
Bubba Wallace's participation in the event is a testament to his commitment to his fans and his willingness to engage in innovative marketing initiatives.
The Space Jam-themed car is a one-of-a-kind memorabilia item that will be highly sought after by collectors.
The event will take place on July 5 at Chicagoland Speedway, with the themed race car on display and available for photos.
Upper Deck's partnership with 23XI Racing and Warner Bros. Discovery Global Consumer Products is a significant development in the world of sports marketing and memorabilia.
The collaboration has resulted in a unique and exciting promotion that will appeal to a wide range of fans.
The Space Jam 30th Anniversary celebration is a major event that will be remembered for years to come.
Bubba Wallace's involvement in the event is a major factor in its success, and his fans will be eagerly anticipating the race on July 5.
The themed race car is a major attraction, and fans will be able to see it up close and personal at the watch party on July 2.
The event is a must-see for any fan of Bubba Wallace or the Space Jam film.
The promotion is a major success, and it will be interesting to see how it develops in the coming weeks and months.
The Space Jam 30th Anniversary celebration is a unique and exciting event that will be remembered for years to come.
Bubba Wallace's participation in the event is a major factor in its success, and his fans will be eagerly anticipating the race on July 5.
The themed race car is a major attraction, and fans will be able to see it up close and personal at the watch party on July 2.
The event is a must-see for any fan of Bubba Wallace or the Space Jam film.
The promotion is a major success, and it will be interesting to see how it develops in the coming weeks and months.