Cowboys Legend & NASCAR Owner Emmitt Smith’s 3-Word Demand to Driver Returning After 2 Years

Three years ago, Emmitt Smith stood trackside under the bright lights of Daytona International Speedway. For someone who had spent his career on unstoppable runs, broken tackles, and Super Bowl glory, this was a hard pivot. The NFL’s all-time leading rusher had swapped the gridiron for the garage, stepping into a new arena as co-owner of Jesse Iwuji Motorsports. In 2021, Smith partnered with Navy veteran and NASCAR driver Jesse Iwuji to launch a full-time Xfinity Series team, Jesse Iwuji Motorsports (JIM). Initially, they wanted to take the No. 22 for their car, the same number Smith used in his NFL career with the Dallas Cowboys. But they decided to go with the No. 34, a tribute to Wendell Scott, the first Black driver to win a NASCAR Cup Series race. For Smith, this venture wasn’t just about speed; it was about representation and creating opportunities in a sport where diversity has long lagged. 

“Ownership is really the key to any type of change you really want to create. If you don’t own it, you can’t really change it,” Smith said back then. While Iwuji had a good run, his last race came in 2023. However, last week, it was announced that Jesse Iwuji would return to pilot the No. 91 Chevrolet at Talladega Superspeedway under the banner of DGM x JIM alliance. 

Sure enough, Iwuji returned to the track at Talladega on April 26 and finished 20th. Iwuji started in the 36th position and completed all 113 laps. Emmitt only needed three words, but the image was worth a thousand. The excitement of the occasion was conveyed perfectly in his caption: “Great weekend at @talladega! Congrats to @jesse_iwuji for having two Top 20 finishes.👏🏿 Continue to build and keep up the good work.” Continue to build. Three words. No speeches. It was just Emmitt in his best form, challenging, encouraging, and emphasising that, although it was okay to celebrate the occasion, the hard work was still to be done.

Smith, looking like a man in his element, posted a vibrant Instagram picture from Talladega Superspeedway. He was wearing a white hoodie, a matching Nike cap, reflective blue aviators, and a NASCAR neckband, flashing a peace-out sign. Beside him? A proud collaboration with Jesse Iwuji Motorsports, right back where it belonged—in the heat of NASCAR competition.

With its striking red, white, and blue paint job, the No. 91 Chevrolet Camaro also carried a unique message: it was a tribute to veterans, part of the American Veterans Center’s National Memorial Day Parade. It served as a reminder that Iwuji’s career has always involved more than just racing and a reference to his Navy roots.

Meanwhile, Smith has never minced words when it comes to appreciating Jesse’s journey and the partnership. He said in 2022, “I’m proud of this man. In order to go through the door and go through the fire, you got to be willing to do it. And he’s built for it. I’m built for it.” Reflecting on their partnership, Smith added: “Jesse himself, people that you can hitch your wagon to and help support … it makes a big difference. And so he created an opportunity for me to come in and be a part of it. And here I am.”

Smith wasn’t merely praising Jesse Iwuji’s return to the driver’s seat with the Instagram post. He was establishing the tone for all that follows. Because Iwuji’s return to racing after almost two years was more than just a personal triumph; it was a message. The last time Jesse Iwuji strapped into a NASCAR Xfinity Series car, the calendar still read February 2023. Although a lot has changed since then, his competitive spirit has remained constant.

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Two years later, Emmitt Smith and Jesse Iwuji reunite on the track

For those who don’t know, Iwuji isn’t your typical racer. His story starts in a U.S. Navy uniform, where he served with discipline and determination long before trading his military stripes for a racing helmet. Iwuji participated in 17 Xfinity Series races from 2020 to 2023, finishing 11th at Daytona, one of the sport’s most prestigious racetracks. In the Truck Series, he made 16 starts and finished 17th at Texas Motor Speedway.

Having competed in ARCA, Truck, and Xfinity Series races at the enormous superspeedway, he is no stranger to Talladega, either. But many questioned whether they had seen the last of Jesse Iwuji after he left the competition. Turns out, they hadn’t.

Prior to the Talladega race, Iwuji said, “It means the world to me to have Chevrolet Accessories on board as I make my first start with Mario Gosselin and the DGM x JIM team. Chevrolet has been with me almost every step of my racing career; their belief in me and their continued support are a great reminder of how hard I’ve worked for the opportunity to be back at the track and live out my racing dreams.”

DGM Racing, led by owner Mario Gosselin, has rotated three drivers through its No. 91 car this season—Josh Bilicki, Myatt Snider, and C.J. McLaughlin have each taken a turn behind the wheel. The team also runs a second full-time entry, with Ryan Ellis driving the No. 71 Chevrolet.

Iwuji’s comeback gives Jesse Iwuji Motorsports a new lease on life ahead of the pivotal 2025 season. Emmitt Smith’s financial and emotional commitment is a component of a larger scheme that aims to create a platform for NASCAR’s diversity and competitive excellence.