A Rock‑Racing Crossover
NASCAR announced a partnership with the legendary rock group the Rolling Stones to promote the band’s upcoming 25th studio album, “Foreign Tongues.” The collaboration brings together two cultural powerhouses, merging the high‑octane world of stock car racing with the timeless swagger of classic rock.
The centerpiece of the deal is a music video for the album’s lead single, “In The Stars,” in which three of NASCAR’s rising talents — Connor Zilisch, Carson Hocevar and Jesse Love — take on the roles of a touring rock band. The visual shows the drivers swapping helmets for leather jackets, clowning around, playing cards and interacting with fans, giving a glimpse of their personalities beyond the track.
Merchandise and Vinyl Tie‑Ins
Alongside the video, a limited‑edition merchandise collection and special NASCAR‑themed vinyl pressings of “Foreign Tongues” will be released, targeting collectors who appreciate both racing memorabilia and music history.
A Strategy for the Future
The initiative reflects NASCAR’s effort to broaden its audience base. By aligning with a band that has resonated since the early 1960s, the sport hopes to retain its traditional fan segment while attracting younger listeners who may discover the sport through the crossover.
Connor Zilisch, who described the shoot as a memorable experience, said he grew up listening to groups like the Foo Fighters and Linkin Park before embracing the Stones’ catalog. He noted that dressing in 90s‑style attire for the set felt like stepping into a different world, one that blended his racing roots with a love of music.
Megan Malayter and Garrett Mitchell, key figures in the production, helped coordinate the integration of racing elements with the band’s aesthetic, ensuring that the final product felt authentic to both communities.
The partnership underscores a broader trend of sports and entertainment entities seeking innovative ways to engage multi‑generational audiences, using shared cultural touchstones to bridge gaps that once seemed insurmountable.