Shark Tank investor Daymond John is diving into a new venture– NASCAR. The FUBU founder, business mogul and featured “shark” on the ABC hit show Shark Tank is taking his marketing and branding knowledge to the racetrack.
John is teaming up with NASCAR Nationwide Series rookie Alex Bowman to help promote Bowman and develop his brand.
“I think he’s a rock star,” John told USA TODAY Sports. “Not only is he effective and a great product in NASCAR, I think it can really move to other areas of popular culture…Obviously, I love working with brands, and he’s the truth as far as I’m concerned.”
Well Daymond John is the truth too. His urban apparel line, FUBU became a billion-dollar brand under his leadership. John has also worked with numerous celebrities and he intends to take Bowman into pop culture.
“You know when you see somebody who’s got ‘it’?” John said. “That’s Alex.”
Whatever that “it” is, Bowman will need to win some races to be legitimized. The good news is that he’s come close. He came in third at Daytona 500 and eighth in Las Vegas. He s also currently eighth in the point standings. John sees the opportunity:
“The easiest thing to sell is the truth,” he said. “More of the media — not the NASCAR media, but the pop culture media — would help it. You know, reality shows and things like that — but not depicted in the wrong way, you know what I mean? It’s going to come around. You can’t just ignore this big monster of a sport Americans love. It just takes some time.”
Well, at 19-years-old, Bowman has time on his side.
Your Jersey Girlfriend,
*parts of this story contributed from USA Today Sports