How Formula One speeds up its Fashion Game.
In a groundbreaking move, Formula One ignites its fashion ambitions through an innovative partnership between renowned sportswear brand Puma and trailblazing artist ASAP Rocky. With Rocky taking the reins as Creative Director, a vibrant fusion of streetwear and motorsports is set to captivate audiences worldwide.
ASAP Rocky has been named creative director of Puma x F1, a partnership that will span across lifestyle apparel, visuals, and in-person activations.
"I feel like the fans don’t have enough of a connection to their favorite drivers. I want the fans to be able to wear the same clothes they see on the track in their daily lives," Rocky says. The collaboration's debut capsule collection, scheduled for release at the Las Vegas Grand Prix this November, marks the first milestone in what promises to be a dynamic, multi-seasonal journey. ASAP Rocky's vision is geared towards seamlessly infusing classic streetwear aesthetics into the fabric of Formula One, culminating in a curated blend of sophistication and urban allure. Moreover, Formula One's growing presence in mainstream media, as exemplified by the filming of "Apex" featuring Hollywood heavyweights Brad Pitt and Damson Idris, underlines the sport's increasing appeal and relevance beyond the traditional confines of motorsports. Collaborations with distinguished fashion brands such as Tommy Hilfiger, Louis Vuitton, and Chanel further reinforce Formula One's ascent into the echelons of cultural prominence, solidifying its position as a dynamic and influential cultural touchpoint.
While other sports like football and basketball are already saturated with fashion partnerships, there is still a considerable opportunity for brands to capitalise on exposure to new audiences through Formula One. But nothing turbocharged the sport's appeal more than "Drive to Survive" Netflix's series, which gained unprecedented access to the sport's inner workings, gave fans a behind-the-scenes look at the life of drivers, team principals and even their family members for each of the last five Formula One seasons. This strategic pivot towards the convergence of fashion and sports not only enhances the sport's global appeal but also opens up new avenues for creative expression and engagement. With Formula One's rising status as a key cultural phenomenon, the fusion of cutting-edge fashion and the adrenaline-fueled world of racing is poised to redefine the boundaries of creativity and captivate audiences worldwide.
Previously, the idea of getting fashion brands involved in the sport in this way wouldn't have been considered by Formula One," said Toni Cowan-Brown, a San Francisco-based content creator and founder of Sunday Fangirls, a project launched to combat stereotypes of female motorsports fans. Her playful merch - like $30 caps with slogans such as "not the plus one" - has become a symbol of Formula One's new draw. Now, fashion partnerships are less of a novelty and are becoming an important part of teams' marketing strategies. The McLaren F1 team's first major collaboration was in 2021, a sellout tie-up with Rhuigi Villaseñor's LA luxury label Rhude, which included a $12,000 co-branded racing jacket inspired by the team's vintage uniforms and a $7,000 collectors' item helmet.
Formula One's new image is thanks in no small part to Lewis Hamilton, who has brought fashion into the centre of the sport's ecosystem - often in the face of considerable resistance. He shot to global fame over the last decade thanks to his dominance as the sport's first Black superstar. His love of fashion, jewellery and tattoos, and his championing of social causes often stood out among the once sterile and corporate atmosphere that surrounded Formula One. "When I was first exploring my style in my initial years in the sport, it felt at times like I was the only one pushing those boundaries," said Hamilton, whose love of fashion and expressive pre-race outfits were often criticised by purist fans, traditional media outlets and even the former Formula One owner Bernie Ecclestone. "There was a sense that high fashion and high performance in F1 couldn't exist alongside each other."
