Norm attaining Lipschitz functionals

We prove that for a given Banach space $X$, the subset of norm attaining Lipschitz functionals in $\mathrm{Lip}_0(X)$ is weakly dense but not strongly dense. Then we introduce a weaker concept of directional norm attainment and demonstrate that for a uniformly convex $X$ the set of directionally norm attaining Lipschitz functionals is strongly dense in $\mathrm{Lip}_0(X)$ and, moreover, that an analogue of the Bishop-Phelps-Bollob\'as theorem is valid.