Formula 1 has announced a new multi-year partnership with fashion retailer Pacsun, which specializes in clothing for teenagers and young adults. The collaboration, which began in 2022, has seen F1-branded apparel sold in Pacsun’s 350 stores across the United States.
The partnership is part of F1’s broader strategy to engage a younger, diverse audience, particularly targeting Gen-Z women. F1 aims to expand its reach by tapping into Pacsun’s customer base.
In a statement, Formula 1 said the deal would help broaden the sport’s appeal by offering fans more ways to engage, with clothing options for both adults and children at a range of prices.
In 2024, Pacsun launched exclusive clothing lines inspired by the Italian, Austin, and Las Vegas Grand Prix races.
“Fashion and design have always been part of Formula 1, and we’re excited to continue offering fans the chance to express their passion for the sport with new products from Pacsun,” said Emily Prazer, F1’s Chief Commercial Officer. “As Formula 1 evolves, our partnership with Pacsun allows us to connect with fans in fresh, innovative ways.”
Richard Cox, Pacsun’s Chief Merchandising Officer, emphasized the brand’s commitment to creating fashion that resonates with its community. “Renewing our partnership with Formula 1 highlights our dedication to crafting collections that capture the thrill of the sport in an authentic way,” Cox said. “As F1 grows in the US and globally, we are proud to be at the forefront of combining fashion with fandom.”
In another recent development, F1 also announced that catering company DO&CO would remain the official supplier for the F1 Paddock Club hospitality service for the next decade.
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