Kyle Larson, a highly regarded 20-year-old rookie in the NASCAR Nationwide circuit, has everyone turning their heads on the track and not just because of his sterling driving skill.
He carries a unique look.
Larson is an Asian American in a sport dominated traditionally by Caucasian drivers and viewed by mostly American/ White spectators.
The fourth generation Japanese American, whose maternal grandparents were forced into internment camps in Tule Lake during World War II - is the only full time Asian competing in the NASCAR circuit and many hope he’s trailblazing a path for other minority drivers.
This weekend, he’ll be competing in the Nationwide circuit at the Auto Club Speedway in Fontana.
“There are not a lot of minorities in this sport especially competing in the Nationwide and Sprint Cup Series. He’s racing against the best of the best,” said Josh Avila, senior manager Hispanic Marketing & Communications for the International Speedway Competition. “There’s more diversity in the lower series. So what Kyle is doing is really remarkable.”
NASCAR has been waiting for a face like Larson’s for years.
Long criticized for its lack of diversity and opportunity, NASCAR created the Drive for Diversity (D4D) program to attract minorities and women to the sport.
But since being founded in 2004, only one other driver Darrell Wallace Jr., an African American, of the 40 who have participated in the program climbed the ranks and has really made a significant contribution.
“The lack of success raises questions about whether there is a problem with NASCAR’s diversity program as it tries to build on the legacy started in the 1960s by pioneering African-American driver Wendell Scott,” wrote AOL Sports in 2012.
To this day, there are really only a handful of minority drivers competing in NASCAR’s top level, according to Forbes.
“The painful truth is that NASCAR has a diversity problem and it knows it,” wrote Jason Belzer for Forbes in February 2013. “Of 43 Sprint Cup Series drivers participating in the 2013 Daytona 500, exactly two, Juan Pablo Montoya and Aric Almirola, are considered racial minorities.”
Larson’s rise brings an element unseen in NASCAR. He’s a homegrown talent, a product of their D4D program, and attracts an untapped and rich consumer base – the Asian American market.
“Certainly, Asian-Americans are among the fastest growing demos in the country,” said Marcus Jadotte, Nascar’s vice president for public affairs and multicultural development to the New York Times. “And that is a group that, like other demographics, we want to reach, we want to engage and invite into our sport both as participants but also as fans. And to the extent that Kyle’s Asian heritage allows us to reach beyond the millions of Asian-Americans in this country into Southeast Asia, we’d certainly welcome that.”
An Asian Journal email to Mr. Jadotte was not returned as of press time.
NASCAR is also making headways in Asia, choosing the Philippines as the site for its first-ever Euro Racecar NASCAR Championship in November 2013. In addition, they invited a racing squad from the Philippines to compete against other nations in the NASCAR Racing Experience (RaceEX) World Circuit firing in Charlotte, North Carolina next month.
If all goes according to plan Larson can be NASCAR’s very own Jeremy Lin or Manny Pacquiao, a marketable Asian mainstream star with crossover appeal.
But he needs to win.
Larson has already showed his skills on the track in NASCAR’s lower series. Last week, he nearly earned his first win in Bristol, Tennessee but finished just a bumper behind winner Kyle Busch. He’s won the K&N Pro Series East championship and Rookie of the Year honors. Earlier this year in Daytona, he won the inaugural NASCAR Whelen All-American Series track championship.
Larson is somewhat oblivious to the kind of impact he could possibly have and how NASCAR and others are rooting for him to succeed.
Drinking a Shirley Temple during a media meet-and-greet in Little Tokyo, Larson told stories of how he got started and what it means for him to be a Japanese American competing in the NASCAR circuit.
“I don’t think there’s another Japanese American in NASCAR so I think it’s pretty cool that I’m the only out there racing. It’s pretty cool. I accept it,” he said.
“I’m not really, like, out there to do great being the first Japanese to race,” he added. “It would be really cool if I were to bring in a lot of Asians in NASCAR. Like I said there’s not a lot of them. It would be good for NASCAR and myself to help out the Asian community and get them to the racetrack.”
Larson’s career is young but it’s full speed away. Don’t blink or he may pass you by. For those who can’t catch cars going 200-miles-per hour, check out the #32 car.
source: asianjournal.com
