Dale Earnhardt Jr. and special co-host Kelley Earnhardt Miller are joined by Johnny Morris, the founder and CEO of longtime racing sponsor and sporting goods empire Bass Pro Shops. The interview illustrates how Johnny rose from humble beginnings in the Ozarks of Missouri to creating a brand that not only revolutionized the outdoors industry but the consumer experience as a whole. Johnny recalls the family legend of first selling fishing lures out of his father’s Brown Derby liquor store in Springfield. Soon after, he developed his first catalog which helped the business rapidly grow. He then realized he needed a destination store to help attract his customers to Missouri, and the first Bass Pro Shops Outdoor World was born.

The interview also covers how Johnny became involved with NASCAR after first being exposed to auto racing at the Springfield Fairgrounds. A chance meeting with Richard Childress and Dale Earnhardt at Charlotte Motor Speedway led to a collaboration between Bass Pro Shops and Richard Childress Racing. The merchandise produced to support the deal generated millions of dollars in revenue, which was donated to conservation efforts. Johnny explains that conservation is a major pillar of the Bass Pro Shops brand, and how passing along the outdoors tradition to future generations is essential for the prosperity of nature.

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