Darrell “Bubba” Wallace Jr., NASCAR trailblazer, Drive for Diversity graduate, Joe Gibbs Racing driver, and pilot of the No. 54 Toyota Tundra for Kyle Busch Motorsports, assigned Agency of Record duties to Theory Communication and Design, a full-service, integrated strategic marketing and creative agency.
“I want my presence in this sport to make a difference, and Theory has a proven track-record of guiding some of the world’s most successful automotive brands in motorsports,” said Bubba Wallace. “When I’m strapped into my racecar, my sole focus is on performing at my best and working with my team to win. I feel that same passion coming from the entire team at Theory in helping me win off of the race track.”
A graduate of NASCAR’s Drive for Diversity program, Bubba is the youngest driver and first African-American to win a race in NASCAR K&N Pro Series East history and the first to win a Rookie of the Year award in the series. Bubba earned his first career NASCAR Camping World Truck Series victory at Martinsville Speedway in October 2013 and finished second in the series’ close Rookie of the Year battle. Mirroring the accomplishments of its newest partner, Theory was founded to champion efforts that were firsts for its partners and has continued on to lead innovative global creative and strategic programs in the automotive marketplace.
Building upon that success, Theory has expanded its reach over the years to work with global brands, race teams, drivers and principles to develop integrated marketing plans in order to leverage the existing strengths of its partners. These trusted strategies have delivered quantitative returns that add value to both the operations and marketing initiatives for brands and sponsors by working within the existing corporate team networks to execute those plans.
“When I first met Bubba, he told me he wanted to make a difference,” said Andy Williamson, President, Theory Communication and Design. “That was all I needed to hear, because that’s truly what motivates me – impacting others and making a difference. Having personally lived in and around a variety of motorsports, and having worked with many NASCAR drivers over the years, I knew Bubba was not only talented, but driven to achieve something beyond just his next win. That kind of tireless dedication is what inspires our team here at Theory every day, and why we are proud to help support Bubba, and the entire Wallace family, as he becomes the next champion of the sport.”
Official duties for Theory Communication and Design will focus on overall stewardship of the Bubba Wallace brand. Including: creative and branding strategies, advertising and promotional opportunities, communications, development of new line of soft goods, project vehicle builds, event activation, social media, public relations, photography and video, and the creation and management of a new foundation to support Bubba’s community interests.
Theory Communications PR