F1 and Pacsun Renew Licensing Partnership

Formula One and Pacsun have renewed their licensing partnership, aimed at enhancing the series’ presence in the U.S. through innovative fashion collaborations. This multi-year agreement will see the creation of race-specific collections, building on the success of limited edition designs introduced for various Grand Prix events in 2024. While the races targeted for the upcoming season remain undisclosed, the focus on appealing to Gen-Z fans, particularly young women, reflects F1's strategy to engage new audiences through relatable and stylish products.

With championship-branded apparel already available in 350 U.S. stores since their initial collaboration in 2022, this renewed partnership underscores Pacsun's ability to bridge community interests and fashion narratives. Plans include exclusive collaborations with high-end designers and influencer campaigns, aimed at connecting with the sport's expanding fanbase amid a surge in viewership and social media engagement. Emily Prazer, Formula One's chief commercial officer, stressed the importance of evolving the brand's connections with fans, marking this collaboration as a vital move in tapping into youthful trends within the fashion realm.