7-Eleven Inc. is rolling out a new multi-channel advertising campaign, “Roll-Up & Refuel,” which the company said “offers an authentic look into the lives of everyday customers by celebrating two of America's popular subcultures: skateboarders by day and car enthusiasts by night,” according to a press release.

7-Eleven said the campaign celebrates culture in motion, with nods to skate and car communities that have long embraced 7-Eleven as part of their day-to-day routine. The “Roll-Up & Refuel” campaign consists of new broadcast advertising spots and social media content.

The campaign will run in select markets in 30- and 15-second television spots, 30- and 15-second radio spots, out of home marketing, paid social, search and display and streaming audio and video.

The campaign also highlights deals exclusive to 7Rewards loyalty members including a $1 Big Gulp and 7-Eleven Gold Pass Deals.

"This campaign brings to life the spirit of the communities who make us part of their everyday routine, and in return we're showing up for our customers with the snacks, drinks and deals that keep them moving," said Marissa Jarratt, executive vice president and chief marketing & sustainability officer at 7-Eleven. "From skate sessions and car shows to spontaneous pit stops, 7-Eleven is here to fuel it all."

To celebrate the nostalgic nod to streetwear, 7-Eleven's online merch store, 7Collection, is teaming up with skate label Dirty Ghetto Kids (DGK) for a limited capsule dropping July 18. The three-piece collection “blends culture and community through bold headwear, apparel and a limited-edition skate deck.”

Today, July 11, is also the retailer's annual 7-Eleven Day (7/11), and it is offering customers a free small Slurpee drink at participating 7-Eleven, Speedway and Stripes locations nationwide to celebrate.

Last month, the retailer teamed up with Universal Pictures and Amblin Entertainment to celebrate the upcoming release of Jurassic World Rebirth. The collaboration brought dinosaurs to life across participating 7-Eleven, Speedway and Stripes stores nationwide with exclusive co-branded products, immersive in-store takeovers and themed limited-time offers.