Upper Deck and 23XI Racing transformed Chicago’s Navy Pier into a retro playground last weekend, marking the 30th anniversary of the iconic Space Jam film. The event invited fans of all ages to relive the movie’s magic while previewing the upcoming NASCAR Cup Series race at Chicagoland Speedway.
The celebration centered around a large‑screening of Space Jam, set against a backdrop that framed Lake Michigan’s shoreline. Bugs Bunny made a cameo alongside NASCAR driver Bubba Wallace, who greeted attendees and shared his personal connection to the 1996 classic.
A Nostalgic Celebration at Navy Pier
Beyond the film, the pier hosted a series of interactive stations. Children played on a half‑basketball court set up by Upper Deck, while a photo booth let visitors create personalized Space Jam trading cards. Families received special blankets to stay comfortable during the evening screening, and giveaways included limited‑edition prints, Bubba Wallace T‑shirts and Bugs Bunny‑themed ears.
The event was a collaborative effort involving Warner Brothers, the Boys and Girls Club of North Central Illinois and several commercial partners. Upper Deck provided 1:24 scale diecast models of the No. 23 Space Jam car, which were sold on site, while Lionel Racing contributed additional memorabilia for collectors.
Wallace’s Space Jam Dream
Bubba Wallace, who will drive the No. 23 Upper Deck/Space Jam Toyota in the upcoming Chicagoland Speedway race, expressed his excitement about the partnership. He noted that the event’s energy reminded him of the film’s blend of sport and entertainment, and he looked forward to bringing that spirit to the track.
Wallace also confirmed that, should he win the race, he will not incorporate a basketball into his victory celebration — a nod to the film’s legacy while keeping his own traditions intact. The No. 23 paint scheme, featuring the Space Jam branding, will debut on his car, and fans can expect to see the design on merchandise and diecast releases.
From Fans to Future: The Race at Chicagoland
The upcoming NASCAR Cup Series race at Chicagoland Speedway promises to blend the excitement of the sport with the nostalgia of Space Jam. Upper Deck’s special blankets, trading‑card stations and diecast models will be available to fans attending the event, reinforcing the connection between the film’s legacy and the racing community.