This year, a brand new team took the green flag at Daytona for what was to be a new start for Bubba Wallace. He was given the opportunity to drive with the backing of one of the world’s biggest sports stars, Michael Jordan, who had teamed up with co-owner Denny Hamlin and 23XI Racing. Given the tremendous star power behind this team, there was little doubt that it would be a high-profile ride for Wallace, both on and off the track, as well as an opportunity for him to prove himself in the sport’s toughest series. After all, can you imagine how intimidating it must have been to step in a ride owned by a co-competitor along with one of the biggest sport stars in the entire world?
And without a surprise, high-profile it has been. He started the season off with a bang, finishing his Bluegreen Vacations Duel in the 2nd position, and has had some pretty strong showings that may not be fully indicative of what the car and driver were capable of. While it is still a brand new team, they have still managed 3 top-10 starting spots, and 6 top-20 finishes. He had a fast car last week at Talladega, prior to contact with the flipping machine of Logan that basically ended his chance of a great finish. However, this team has really come together quite quickly, and it shows. Wallace has his detractors, for sure. Nevertheless, he’s wearing a smile a mile wide and seems to be enjoying the challenge this opportunity has afforded him.
Given the tremendous interest this team would undoubtedly garner, as well as the philanthropic nature of Hamlin, Jordan and Wallace, there was little doubt Wallace would be busy off track, as well.
Earlier this month, the team announced that they had partnered with Novant Health to promote health equity and help address vaccine hesitancy with targeted programs that would help ensure equitable vaccine distribution to zip codes within North Carolina where health disparities were known to be more common. Wallace said then of the new partnership, “I’m really excited to partner with Novant Heath this year on several community initiatives, starting with getting my COVID vaccine this week. For me, it’s important to learn about the vaccine and do my part to help get us back to normal. I want to see fans safely back at the race track and filling the grandstands, I want to safely attend concerts and sporting events, all the things we did before COVID. To do those things, it starts with getting vaccinated and I encourage others to get their shot and help get us all safely back to normal.”
Additionally, last week, Netflix announced that it has begun production on a series featuring the 23XI team with executive producer Erik Parker, whose repertoire includes a documentary in 2017 called LA Burning: The Riots 25 years later.
“The series will take viewers behind the scenes of the 2021 NASCAR season through the eyes of the only Black driver at the top level of the sport, and will explore Wallace, 23XI Racing, and NASCAR’s efforts to advocate for inclusion and equality in racing and beyond.”
Needless to say, it hasn’t all been congratulatory slaps on the back and words of praise. In fact, with the announcement of the Netflix documentary, there have been mixed reviews, including some pretty pointed comments by a former NASCAR team owner that made waves. I won’t use any colorful terms, politically charged buzzwords, or anything of the like, and it certainly won’t get any publicity here. Besides, I am quite certain you’ve heard them and dismissed them anyway.
You see, that sort of primitive mindset along with the status of the speaker should stay in the past, where it belongs. It’s vulgar, it’s unwelcome, and quite honestly, it’s embarrassing. This sport has fought too hard and too long to be minimized by the bitter, or the social media trolls that apparently lack the insight to understand what makes Bubba such a dynamic personality in the sport. It doesn’t reflect where the sport is now, nor where it intends to be in the future.
NASCAR has made it clear for well over a decade now that its goal has always been to embrace diversity and promote equality, not just for the sport’s current drivers, but for those that will come along in the future, as well. Those that will enjoy the greatest successes in this sport will understand that is not only a winning combination, but will provide staying power.
The proof of that lies in the fact that not only does this team exist, its thriving. How could it not, with Hamlin a veteran Cup Series driver, Jordan a worldwide name, and Wallace who is coming into his own. One of the most likeable personalities in the sport, Bubba was naturally a great fit to balance the star power of Jordan, and the experience of Hamlin with his own raw edge. Clearly, Netflix not only saw the potential in that, but also an opportunity. Undoubtedly, Netflix is well aware of the marketability of a given documentary or series, to their audience. I mean, they’re one of the top streaming services in the country. You don’t get to the pinnacle of your field, and stay there, without understanding who and what “drives” your target market, and then giving them what they want.
While Netflix hasn’t announced a release date yet for their series, they weren’t the first, nor will they be the last to recognize the tremendous appeal that the Hamlin/Jordan and Wallace combination offers. That’s not only great news for a new team, but it’s great for the sport as well. It’s a sign that the sport is healthy, and looking toward the future. A future of inclusivity and equality representative of the best racing has to offer, and one where the past stays in the past, where it belongs.
