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One of the most iconic sports movies ever made is coming to NASCAR.
23XI Racing announced Bubba Wallace’s No. 23 Toyota will carry a special “Space Jam” paint scheme during NASCAR’s Chicago Street Race weekend as part of the beloved film’s 30th anniversary celebration.
The collaboration brings together 23XI Racing, Upper Deck and Warner Bros. Discovery Global Consumer Products for one of the most unique crossover promotions of the 2026 NASCAR Cup Series season. While the partnership includes exclusive trading cards, memorabilia and limited-edition collectibles, the biggest attraction for race fans will be Wallace’s custom-designed No. 23 Toyota when it hits the streets of downtown Chicago.
According to Upper Deck, Wallace’s Toyota Camry XSE will feature a custom Space Jam design created specifically for the July 5 Chicago Street Race.
The special livery serves as the centerpiece of a larger campaign commemorating the 30th anniversary of the 1996 film starring Michael Jordan and the Looney Tunes.
“This collaboration brings together the cultural impact of Space Jam, the energy of NASCAR, and the passion of collectors in a truly unique way,” Upper Deck President Jason Masherah said in a statement. “This is a massive celebration of fandom. Space Jam is an iconic movie that spans multiple generations, and we’re excited to capture what fans love most about the film and share it across Upper Deck brands.”
23XI Racing President Steve Lauletta said the partnership is another opportunity to connect with fans beyond race day.
“We look forward to bringing the fun and nostalgia of Space Jam to the track at Chicagoland through this unique collaboration,” Lauletta said. “Our partnership with Upper Deck continues to result in one-of-a-kind memorabilia that expands well beyond just the racetrack, allowing 23XI to reach both current and new audiences.”
The themed No. 23 Toyota is only one part of the collaboration.
Upper Deck will release exclusive digital trading cards featuring the Space Jam car, along with a signed Lionel die-cast model of Wallace’s special paint scheme. The company is also launching officially licensed artwork, anniversary trading cards and autographed memorabilia celebrating the film.
Fans attending race week in Chicago will have a chance to experience the crossover before the green flag drops.
Upper Deck is hosting a Space Jam 30th Anniversary Watch Party at Navy Pier on July 2, where Wallace’s No. 23 Space Jam Toyota will be on display. The event will also include giveaways, personalized trading cards, exclusive artwork and additional anniversary merchandise.
The announcement continues a growing trend of NASCAR partnering with major entertainment brands to expand its reach beyond traditional racing audiences. Earlier this week, NASCAR unveiled a first-of-its-kind collaboration with the Rolling Stones ahead of the Chicago Street Race, further turning race week into a showcase that blends motorsports with music, movies and pop culture.
Continue reading...
23XI Racing announced Bubba Wallace’s No. 23 Toyota will carry a special “Space Jam” paint scheme during NASCAR’s Chicago Street Race weekend as part of the beloved film’s 30th anniversary celebration.
The collaboration brings together 23XI Racing, Upper Deck and Warner Bros. Discovery Global Consumer Products for one of the most unique crossover promotions of the 2026 NASCAR Cup Series season. While the partnership includes exclusive trading cards, memorabilia and limited-edition collectibles, the biggest attraction for race fans will be Wallace’s custom-designed No. 23 Toyota when it hits the streets of downtown Chicago.
Bubba Wallace’s No. 23 Toyota will celebrate Space Jam
According to Upper Deck, Wallace’s Toyota Camry XSE will feature a custom Space Jam design created specifically for the July 5 Chicago Street Race.
The special livery serves as the centerpiece of a larger campaign commemorating the 30th anniversary of the 1996 film starring Michael Jordan and the Looney Tunes.
“This collaboration brings together the cultural impact of Space Jam, the energy of NASCAR, and the passion of collectors in a truly unique way,” Upper Deck President Jason Masherah said in a statement. “This is a massive celebration of fandom. Space Jam is an iconic movie that spans multiple generations, and we’re excited to capture what fans love most about the film and share it across Upper Deck brands.”
23XI Racing President Steve Lauletta said the partnership is another opportunity to connect with fans beyond race day.
“We look forward to bringing the fun and nostalgia of Space Jam to the track at Chicagoland through this unique collaboration,” Lauletta said. “Our partnership with Upper Deck continues to result in one-of-a-kind memorabilia that expands well beyond just the racetrack, allowing 23XI to reach both current and new audiences.”
The partnership extends beyond the race car
The themed No. 23 Toyota is only one part of the collaboration.
Upper Deck will release exclusive digital trading cards featuring the Space Jam car, along with a signed Lionel die-cast model of Wallace’s special paint scheme. The company is also launching officially licensed artwork, anniversary trading cards and autographed memorabilia celebrating the film.
Fans attending race week in Chicago will have a chance to experience the crossover before the green flag drops.
Upper Deck is hosting a Space Jam 30th Anniversary Watch Party at Navy Pier on July 2, where Wallace’s No. 23 Space Jam Toyota will be on display. The event will also include giveaways, personalized trading cards, exclusive artwork and additional anniversary merchandise.
The announcement continues a growing trend of NASCAR partnering with major entertainment brands to expand its reach beyond traditional racing audiences. Earlier this week, NASCAR unveiled a first-of-its-kind collaboration with the Rolling Stones ahead of the Chicago Street Race, further turning race week into a showcase that blends motorsports with music, movies and pop culture.
Continue reading...
