Fashion x Sports Marketing Strategies ?

With the ever-increasing fan base and media attention on the Formula 1 world, the potential for global brand exposure, which can garner substantial traction and impact, is becoming increasingly attractive to brands. Formula 1’s fan base across social media channels has seen an increase of 70 million followers in the last 6 years (Vogue.com ). Naturally, brands don’t want to miss out on the hype and are quickly making strategic decisions to position themselves to consumers as brand innovators.

Lewis Hamilton, a trailblazer both on and off the track, has used the Paddock as his own runway for many years, choosing to express his personality and creativity through fashion, which has caught the attention of brands eager to align themselves with his influence. With the latest news of Hamilton’s move to the iconic team in red at the end of the 2024 season, sending shockwaves through motorsport, we are eager to see how his own personal ambassador commitments and brand deals will continue alongside Scuderia Ferrari . The outcome of Lewis’s longstanding connection with Tommy Hilfiger and indeed the brand’s partnership with Mercedes-AMG PETRONAS Formula One Team will be one in particular to watch.

Following in Hamilton’s footsteps, the next generation of Formula 1 drivers are quickly establishing their personal brands, recognising the commercial opportunities away from the track. Ventures such as Quadrant , Enchanté, Plus 44 World, and Alex Albon Athletics are just a few of the brands surfacing in this space. Notably, Alfa Romeo F1 driver Zhou Guanyu was the first-ever Formula 1 driver to secure an endorsement within the luxury brand space, through Prada Group (Jing Daily).

Notably, it’s not just the high-end, luxury fashion houses making moves in this space. As their first foray into Formula 1, high street brand Reiss was onboarded as McLaren Racing ’s official travel kit partner last year, whilst H&M , PACSUN and Abercrombie & Fitch Co. have all created limited-edition collections for the masses. Their strategy, target the growing pool of Formula 1 fans, making participation inclusive and accessible, therefore enhancing relatability and engagement for a diverse audience.

Naturally, Formula 1’s increasing appeal means celebrities and brand ambassadors alike are keen to be seen, entertained, and wowed at races. Whether this be access to a grid walk (and a possible encounter with Sky Sports presenter Martin Brundle!), a high-speed hot lap, garage tour, or even their own pit stop experience. A brand that seized the opportunity, curating a high-impact, tiered activation strategy at the hotly anticipated inaugural Las Vegas Grand Prix, Inc. , was PUMA Group . By focusing on a key race and market, PUMA was able to deploy multiple assets and leverage partnerships across Formula 1 simultaneously, setting a new standard for brand engagement in the Formula 1 world.

Here’s a glimpse of the many marketing strategies PUMA deployed while activating at the Las Vegas Grand Prix:

·??Josh Vides artist collaboration with Ferrari Team partnership.

·? Sold-out capsule collection with the newly announced Creative Director, A$AP Rocky.

·? Celebrity, ambassador, and athlete appearances including Rihanna and Usain Bolt.

·??Bespoke retailer program with key stakeholders from global markets.

·? PUMA licensing agreement with F1.

·? PUMA LVGP partnership.

·??A$AP Rocky x PUMA pop-up.

·??PUMA Car Club private event.

“There are few events outside of an F1 race that can bring together the biggest film stars, music artists, athletes, designers, influencers, creatives and even world leaders in one place – it’s a truly unique environment.” (Vogue.com ).

PUMA's multi-faceted approach showcased the potential for brands to integrate seamlessly into the Formula 1 experience. Through an array of touchpoints, PUMA were able to differentiate their proposition for a variety of key audiences, from the fashion-conscious consumer, sports fanatics, Formula 1 fans and core business stakeholders. Deploying their partnership assets simultaneously in this way enabled PUMA to flood various marketing channels with content, leading the conversation and maximising media coverage. The presence of notable brand ambassadors also helped elevate the attention garnered.

PUMA have made sure to build on their momentum from Vegas, utilising the NYC PUMA flagship store as the host venue for Williams Racing 2024 livery car launch. Another brilliant marketing tool which synergises these two power-house industries. This partnership not only gives PUMA the platform to reinforce and establish themselves as a leading brand in motorsport, but also creates the opportunity for tangible, in-person experiences, complemented by user-generated content. Of course, the hype and buzz from both consumers and media has mutual commercial benefits, not only with Williams and their American driver Logan Sargent, but the increasing American popularity of Formula 1. We’re looking forward to seeing how the crossover of sports and fashion evolves this season!

We are yet to see this level of celebrity appeal and consumer attention transcend across other sports, but watch this space — perhaps we’ll have another Netflix Drive to Survive phenomenon with the addition of Swing, Break Point, Quarterback, and now Full Contact available to the masses?

Formula 1 is not just a sport; it's a global spectacle that offers brands a unique platform to shine. As the sport's popularity soars, brands can leverage the glamour, fashion, and cultural appeal of Formula 1 to create unforgettable brand experiences, reaching new markets and solidifying their positions as innovators in the ever-evolving world of sports marketing.

A few interesting reads on this topic already:

· https://www.vogue.co.uk/article/formula-1-celebrity-fashion

· https://www.esquire.com.au/style/alex-albon-formula-one-fashion-line/

· https://jingdaily.com/posts/prada-dior-lv-lululemon-in-frenzy-to-sign-chinas-top-athletes