NASCAR and legendary rock band The Rolling Stones are joining forces for a first-of-its-kind collaboration that blends the adrenaline of racing with the spirit of rock & roll.

Announced on June 24, the partnership arrives ahead of the release of the band’s highly anticipated new album, Foreign Tongues, due out July 10 via Capitol Records. The collaboration includes exclusive merchandise, limited-edition collector’s vinyl, immersive fan experiences, and original content celebrating the similarities between life on tour and life on the racetrack.

At the heart of the campaign is a custom-built NASCAR show car transformed into a Rolling Stones listening lounge, giving fans the chance to preview music from Foreign Tongues inside a vehicle inspired by both racing culture and the band’s iconic style. The activation will make stops throughout Chicago leading up to NASCAR’s Chicagoland race weekend.

“For generations, NASCAR and The Rolling Stones have captivated fans through unforgettable live experiences and a shared spirit of performance,” said Megan Malayter, NASCAR Vice President of Licensing and Consumer Products. “While one takes place on the racetrack and the other on the stage, both are fueled by passion, energy and life on the road.”

The collaboration includes:

• An exclusive NASCAR x The Rolling Stones apparel collection, including a signature co-branded racing jacket
• Two limited-edition NASCAR-themed collector’s vinyl versions of Foreign Tongues
• A traveling NASCAR listening lounge appearing throughout Chicago ahead of race weekend
• Original video content exploring the parallels between professional race car drivers and touring musicians

The campaign launches with a cinematic short film featuring NASCAR drivers Jesse Love, Connor Zilisch, and Carson Hocevar, alongside creator and driver Cleetus McFarland. Set to music from Foreign Tongues, the video imagines the drivers as members of a touring rock band, highlighting the shared dedication, travel, and high-energy performances required in both professions.

Fans visiting Chicago before the race weekend can also experience the NASCAR x The Rolling Stones Racing Record Player, with activations scheduled at Navy Pier, Plaza of the Americas, and the Chicagoland Speedway Fan Zone.

Foreign Tongues marks The Rolling Stones’ first studio album since their Grammy Award-winning project Hackney Diamonds and continues one of rock music’s most celebrated careers.

The NASCAR x The Rolling Stones collection will be available through NASCAR Shop, Rolling Stones online channels, and at Chicagoland race weekend events.

Foreign Tongues arrives July 10 via Capitol Records.