Justin Haley, Spire Motorsports unveil wild denim-button-down firesuit in partnership with Chili’s

Spire Motorsports and Chili’s are taking their partnership to the next level. The national food chain announced an extension with Spire on Tuesday to continue serving as sponsor for the No. 7 team and Justin Haley.

As part of Chili’s “Ride the Dente” campaign, which celebrates the restaurant’s freshly rebranded Presidente Margarita, a two-and-half-minute country song and music video featuring the Spire No. 7 Chili’s car has been uploaded to Chili’s YouTube channels and will air during race broadcasts throughout the 2025 NASCAR season.

But wait, there’s more. Spire unveiled a new faux button-down and denim firesuit for Haley — Chili’s-themed, of course.

.@Chilis today is announcing its extension with @SpireMotorsport and plans around NASCAR, including a new country song/music video that features the No. 7 and will air as an ad on Fox, primaries with Spire and @Justin_Haley_ having a faux button-down and denim on his firesuit. pic.twitter.com/4O0cBI4EL9

— Adam Stern (@A_S12) February 11, 2025

“Our partnership with Spire Motorsports started as a way to bring Chili’s to the track and connect with NASCAR fans over what we do best – serving up our famous Presidente Margaritas,” said George Felix, Chili’s Chief Marketing Officer. “This year, we’re cranking it up a notch. We wanted to take our relationship with NASCAR fans to the next level, and what better way than breaking into country music to tell the story of the ‘Dente?

“‘Ride the ‘Dente’ will be the newest Chili’s earworm – and hopefully the new shorthand for grabbing a marg at Chili’s. And this is just the beginning of what we have planned this season.”  

Justin Haley ready to ‘Ride the Dente’ in Daytona 500

The multi-race partner extension kicks off with this Sunday’s Daytona 500, Haley’s first with Spire.

“I’m pumped to have Chili’s back on board the No. 7, especially in the Daytona 500,” Haley said. “It’s one of my favorite tracks and the Daytona 500 is a race I’ve been looking forward to since my return to Spire. We had a lot of fun last year and I’m excited to see what we get into this year.

“There’s no better way for fans to gear up for the Great American Race than to pour a couple of ‘Dentes and settle in for 500 miles of chaos at Daytona. We’ll do our best to put the No. 7 Chevy up front and Ride the ‘Dente all the way to Victory Lane.”  

Haley, 25, spent the final seven races of this past season with Spire after coming over from Rick Ware Racing in a midseason driver swap which sent Corey LaJoie the other way.

Haley posted encouraging results with RWR, before tallying one top 10 finish with Spire. He finished 31st in the points standings, but expectations are much higher headed into 2025.