The Climb to Mt. Fuji | Building NASCAR for Japan

LEGACY MOTOR CLUB

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The 7th Annual Awards

Nominee ✨

• Best Original Film or Series: Long-Form

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ABOUT THIS ENTRY

This long-form YouTube original film documents LEGACY MOTOR CLUB’s journey to Japan for a historic NASCAR Cup Series demonstration at Fuji Speedway, offering an in-depth, cinematic look at the preparation, collaboration, and execution behind taking NASCAR to a global audience.

The film follows the engineering, fabrication, logistics, and cross-cultural coordination required to build, transport, and run a one-of-a-kind two-seater NASCAR Cup Series car on an international stage. Created in partnership with Automobile Business & Culture Association of Japan (ABAJ) and Toyota alongside 23XI Racing and Hendrick Motorsports, the project captures a rare convergence of American and Japanese motorsports cultures.

The film goes beyond highlights to showcase the people, process, and precision behind the moment—culminating in demonstration laps and burnouts in front of a passionate - American-flag waving - Fuji Speedway crowd. The result is an authentic, cinematic story that expands NASCAR’s global reach while honoring the craftsmanship and teamwork that define the sport.

How does this represent "Excellence in Engagement"?

This film set a new benchmark for fan engagement by reaching entirely new audiences. Notably, according to YouTube analytics, 97.1% of viewers were first-time viewers, and over 30% of the audience was international - a rare and meaningful result for a traditionally domestic motorsport. 

The data signals a growing global appetite for NASCAR storytelling when presented with authenticity, access, and cultural respect. By connecting with international fans and introducing them to the sport through human stories and elite craftsmanship, this project demonstrates how thoughtful content can drive long-term engagement and expand motorsports’ global footprint.

Objective

The primary objective of this film was to authentically showcase the rapidly built relationship between LEGACY MOTOR CLUB and Toyota, emphasizing trust, collaboration, and shared commitment to excellence. A secondary objective was to spotlight the collective effort across multiple departments within LEGACY MOTOR CLUB - particularly the fabrication and engineering teams—who executed an ambitious, time-sensitive project at the highest level.

Strategy & Execution

Designed for NASCAR and motorsports fans alike, the film was strategically developed as a behind-the-scenes narrative that humanizes the complexity of executing an international motorsports project. The content walks viewers through every phase - from car development and logistics planning to cultural respect and on-site execution - while highlighting the convergence of American and Japanese racing cultures.

By focusing on authenticity, craftsmanship, and shared passion for motorsports, the film positioned the demonstration not as a spectacle, but as a meaningful cultural exchange that honored both NASCAR’s heritage and Japan’s motorsports community.

Organizations

• Automobile Business & Culture Association of Japan (ABAJ)

• LEGACY MOTOR CLUB
• NASCAR
• Toyota
• 23XI Racing
• Hendrick Motorsports

Links

•   Website

Featured

• Akio Toyoda

• Jimmie Johnson
• John Hunter Nemechek

Credits

Eric Kingston
Content Producer
LEGACY MOTOR CLUB

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