by Stephen Garner

Columbia Sportswear has inked a new multi-year sponsorship with NASCAR Cup Series driver Bubba Wallace. The agreement enlists Wallace as Columbia’s newest brand ambassador and includes a primary sponsorship of the No. 43 Richard Petty Motorsports Chevrolet.

Columbia said it will leverage its first NASCAR driver and team sponsorship to promote its product lines and proprietary technologies, including its PFG (Performance Fishing Gear) collection.

“There has always been a strong correlation between NASCAR and Columbia, especially with PFG,” said Joe Boyle, Columbia’s brand president. “We are excited by the opportunity to work with Bubba and Richard Petty Motorsports to engage our shared fans.”

“Columbia Sportswear is a perfect fit for my lifestyle away from the track,” added Wallace. “I love spending time outdoors—boating, golfing, hiking, photography—just anything to help me decompress from a hectic racing schedule. I’m beyond excited to be a part of the Columbia family and can’t wait to work with them on some unique content and fly their colors next weekend at Dover.”

A six-time NASCAR national series winner, Wallace was recently thrust into the national spotlight when his calls for NASCAR to ban the Confederate flag at all events was ultimately adopted. He promotes a message of “compassion, love, understanding” with the intention of making racing more inclusive and ultimately broadening NASCAR’s reach.

When he’s not racing at 200 MPH on the top tracks in the NASCAR circuit, Wallace can often be found outdoors hiking, fishing, mountain biking, playing golf, and shooting photos of amazing wilderness areas. As part of this sponsorship, Columbia will be working closely with Bubba to further the brand’s efforts to unlock the outdoors for everyone.

“In addition to his racing talent, Bubba is a charismatic and courageous leader,” continued Boyle. “It is his internal fortitude that most aligns with the Columbia brand and our ‘Tested Tough’ ethos. Bubba is a Tested Tough trailblazer and we are thrilled to be working with him.”

The Columbia No. 43 Chevrolet Camaro will debut on August 23rd at the NASCAR Cup Series Drydene 311 at the Dover International Speedway.