The challenge

Formula 1 is a global juggernaut, but even it needs to engage new fans to maintain momentum. The brand sought to accelerate its relevance in the U.S. and, crucially, deepen its appeal to younger audiences. The challenge: Connecting racing with the current cultural moment.

This required moving beyond the track and traditional motorsport media, to prove that the paddock was the place to be, regardless of whether you knew your MGU-K from your ICE.

The solution

We shifted gears to position F1 as a lifestyle brand, not just a sport, utilizing trend data to identify the most relevant narratives and media opportunities for our audience. Simultaneously, we engaged business media to highlight the sport’s explosive growth and the massive business engine behind it.

To seal the deal, we facilitated immersive media trips and VIP experiences at races across the globe, allowing lifestyle reporters and influencers to experience Formula 1 firsthand, and turning first-time skeptics into lifelong superfans.

The impact

By successfully bridging the gap between gearheads and pop culture, we generated over 300 unique stories and achieved a staggering media reach of 800 million.

We secured coverage in key cultural outlets like Teen Vogue, Billboard and Complex, as well as business heavyweights like The Wall Street Journal. 

Over one year, we successfully repositioned the brand, proving that F1 isn’t just for car enthusiasts — it’s a cultural phenomenon packed with intrigue and excitement that extends far beyond the track.