The Rolling Stones have teamed up with NASCAR for a multi-faceted collaboration coinciding with the release of their 25th studio album, "Foreign Tongues." The partnership includes a music video featuring three of NASCAR's youngest drivers, a custom show car serving as a listening lounge, and a line of co-branded merchandise.
NASCAR drivers Connor Zilisch, Carson Hocevar, and Jesse Love were enlisted for a music video set to the album's first single, "In The Stars." The video depicts the drivers as a touring rock band, with popular automotive influencer Garrett Mitchell, known as "Cleetus McFarland," driving a tour bus. The drivers, aged 19 to 23, were styled in 1990s-inspired fashion for the shoot.
"No matter who you are or where you’re from or how old you are, you know who the Rolling Stones are," said Zilisch, 19. Hocevar, 23, described the collaboration as a way for NASCAR to explore new avenues for fan interaction, stating, "I feel like they just got to keep throwing stuff at the dartboard and hopefully something sticks here."
A custom NASCAR show car was utilized as a mobile listening station for "Foreign Tongues" during events in Chicago. The collaboration also extends to a merchandise collection that incorporates the band's iconic tongue and lips logo, alongside two NASCAR-themed vinyl editions of the new album.
According to Megan Malayter, NASCAR's vice president of licensing and consumer products, the band's representatives initiated the partnership. Malayter highlighted the potential for broad appeal, noting that while the Rolling Stones, formed in 1962, appeal to older generations, their extensive history and nostalgic elements resonate with younger audiences. "So there really is amazing crossover," she said.
NASCAR aims to balance its traditional fanbase with efforts to attract younger supporters. Malayter suggested that the drivers involved possess a "rebellious spirit" and a "rock and roll nature" that aligns with the band's image. Zilisch, who grew up listening to bands like Foo Fighters and Linkin Park, noted that he has become more familiar with the Rolling Stones' music through this project.