Building on the success of the partnership the two brands have had since 2022, Formula 1 and Pacsun have confirmed a multi-year renewal of their licensing agreement which will continue to take the sport’s fashion ‘to new heights’.
Youth retailer, Pacsun will continue to tap into the sport’s growing fandom in the US, particularly among young females. Formula 1 now has over 45 million fans in the US and TV viewership in the territory has increased by 89% since 2018. It is also the top market globally for followers and engagement levels on social media.
Offerings will be available for both adults and children at different price points. Limited edition collections have been designed for select Grands Prix throughout the 2024 season, including Monza, with a focus on Italian elegance, and Austin, highlighting the State’s country roots.
During the Las Vegas Grand Prix 2024, Pacsun and Formula 1 launched an exclusive collaboration with WILDSIDE, curated by designer Yohji Yamamoto, which merged fan fashion with high-end design. Pacsun also celebrated the launch of another Las Vegas-inspired race collection at the Las Vegas Grand Prix Fan Experience, a free event taking place in the city across the Grand Prix weekend with a retail activation.
“Fashion and design have always been a part of Formula 1, and we’re pleased to continue to give fans the opportunity to bring their passion for the sport to life through new Pacsun products,” commented Emily Prazer, chief commercial officer at Formula 1. “We pride ourselves on how Formula 1 is constantly evolving, and Pacsun’s approach to their collections and collaborations means our partnership, and the way we connect with fans, is too.”
Richard Cox, chief merchandising officer at Pacsun, continued: “At Pacsun, we are deeply committed to creating fashion that authentically reflects the lifestyles and interests of our community. Renewing our partnership with Formula 1 underscores our dedication to designing collections and telling stories that capture the excitement of the sport in a unique and compelling way. As Formula 1 continues to expand its presence in the US and abroad, we’re thrilled to be at the intersection of fashion and fandom, delivering apparel that resonates with both loyal supporters and a new generation of fans.”
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