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The partnership involves NASCAR and the Star Wars franchise creating a promotional campaign featuring a NASCAR car emblazoned with Star Wars imagery—specifically including Darth Vader, Luke Skywalker, and Princess Leia. Unlike other Star Wars films and merchandise that showcase characters from the latest sequels, this campaign notably omits newer characters like Rey, Kylo Ren, and others, focusing instead on classic figures like Darth Vader. The car's design reflects a nostalgic tie-back to the original trilogy, with the aim of appealing to longtime fans.
Importantly, Disney's decision to associate with Bubba Wallace—who is known both for his activism and for a history of controversial incidents—has become a focal point of debate.