Portland-Based Columbia Sportswear Announces Sponsorship Deal With NASCAR Star Bubba Wallace

The auto racing league’s only full-time Black driver, Wallace has achieved crossover fame this year for his activism.

IMAGE: Zach Catanzareti Photo/Wiki Commons.

Portland-based Columbia Sportswear is getting into business with one of NASCAR's most high-profile drivers.

The outdoor apparel company today announced a multiyear sponsorship deal with Bubba Wallace, the auto racing league's only full-time Black driver.

Wallace will act as an ambassador for the brand, while the Columbia logo will appear on his car at upcoming races.

"Columbia Sportswear is a perfect fit for my lifestyle away from the track," Wallace said in a press release. "I love spending time outdoors—boating, golfing, hiking, photography—just anything to help me decompress from a hectic racing schedule."

Wallace is a six-time NASCAR national series winner, but he's achieved crossover fame this year for his activism, leading a successful campaign to ban the Confederate flag at races. He's since signed endorsement deals with Beats by Dre and Cash App.

After a noose found in his garage triggered an FBI investigation, Wallace was the subject of a critical tweet by President Trump.

But Columbia president Joe Boyle told the Associated Press that "it wasn't the [activism] that stood out for us, it was that he grew up in the outdoors. His favorite activities to do outside the track are photography, hiking, biking, golf —it's just a natural fit."

Related: Columbia Sportswear Chairwoman Gert Boyle Dies at 95.

Willamette Week’s reporting has concrete impacts that change laws, force action from civic leaders, and drive compromised politicians from public office. Support WW's journalism today.