Challenge
Formula 1® desired an apparel collection appealing to:
Existing, dedicated F1 fans:
Passionate about racing history and culture.
PacSun customers:
Interested in motorsport style but not deeply familiar with F1.
Initiative
The creative approach simplified authentic F1 elements into fashion-forward concepts:
– Simplified racing visuals
– Driver-inspired details
– Aerodynamic and FlowVis-inspired graphics
– Distinct yet accessible vehicle silhouettes
– Dynamic, energetic aesthetics
Context
Driven by F1’s growing popularity in the U.S., the collection addressed a market gap: authentic, stylish F1-inspired apparel at a reasonable pricepoint for an emerging customer base. Close collaboration between F1 and PacSun balanced authenticity and fashion relevance.
Impact
The collection succeeded commercially and culturally. Strong sales and positive feedback from both fanbases showed that authentic motorsport inspiration can appeal broadly, setting a new standard for sports and streetwear collaborations.
