Motorsports fans and gear nerds can unite this weekend when the number 23 Toyota — driven by Bubba Wallace and sponsored by Columbia Sportswear — blazes laps at Atlanta Motor Speedway in an unmistakably outdoor-themed car.
Harkening back to simpler times with bolder looks, the 510-horsepower Camry will leap from the 39-car field before the green flag even drops. That’s because Wallace’s hot rod will look like it rolled straight out of a 1980s bowling alley arcade, with a purple, teal, and neon pink paint scheme.
And if that color combo sounds familiar, it’s because Columbia helped make it famous when launching the Bugaboo Parka in 1986. Not only did the jacket elevate the interchangeable concept (a 3-in-1 design with fleece and shell that could be worn individually or together), but its color palette also reflected the quintessential ’80s aesthetic.
Tech, Color, Fast Cars
Columbia’s bold and bedazzled paint scheme for Sunday’s Cup Series race may seem like an odd pairing, but the Bugaboo wrap is just the latest in a long line of NASCAR designs from the Portland brand. Columbia actually announced its first motorsports partnership back in 2020.