Josh is a unique entity in the NASCAR community. Josh was born in California to parents from Canada. Was raised in Africa and has raced around the globe. Solidifying Josh as even more of an anomaly in NASCAR he is a college graduate. Until now he was a relative unknown. We took the challenge of branding Josh and developing a social first marketing campaign, "Josh, Who" to bring attention to him, his career and the unique marketing opportunities afforded by his story.