• July 11, 2007

Nascar racer Tony Stewart, who drives the No. 33 Old Spice Chevrolet in Busch Series Nascar races, will wear underarm branding this summer, a first in the uber-branded Nascar space.

Stewart will pitch Procter & Gamble's Old Spice 2007 Nascar Collector Series High Endurance deodorants and body washes, branding for which Stewart will wear on his armpits during the Busch Series race at Chicagoland Speedway on July 14.

The right armpit of Stewart's fire suit will read "Old Spice Collector Series" while the left reads "In Stores Now!" The effort will be supported by a waggish commercial debuting on ESPN on July 14, during the Chicagoland race.

The ad features Stewart showing off his branded armpits in anomalous places like interviews and weight lifting.

The Old Spice 2007 Nascar Collector Series limited-edition products will be on store shelves this summer.

An associated promotion dangles the driver's suit, which will be auctioned off to benefit the Tony Stewart Foundation at the end of the racing season.

--Karl Greenberg