J. Shoesteer is a supporter of Rust-eze, a medicated bumper ointment trademark that sponsors rookie race car Lightning McQueen. In Cars, following the race at the Motor Speedway of the South, Lightning returns to Mack, only to be told that his trailer is parked inside of his sponsor's tent, meaning McQueen must go inside of it in order to leave.
Lightning tries to sneak by the crowd by hiding behind a sign, but it falls down, revealing him to the crowd, who eagerly greet him. Lightning takes the stage and gives a short speech while Shoesteer and numerous other rusty cars listen admiringly.