What fascinates me about this era is how aggressively F1 is positioning itself as a lifestyle brand rather than just a sports league. The interesting question is whether that scale eventually creates the kind of cultural resilience the NFL or Premier League has, where the brand becomes broad enough to absorb almost any collaboration or expansion without losing relevance.
I love this take - and in Miami, when chatting with Lando, I actually mentioned how the Miami GP felt like the one week a year where F1 cosplays as a lifestyle brand. I definitely would love to see more F1 - fashion, collabs, mentions... pop up more in mainstream media and day-to-day life.
What fascinates me about this era is how aggressively F1 is positioning itself as a lifestyle brand rather than just a sports league. The interesting question is whether that scale eventually creates the kind of cultural resilience the NFL or Premier League has, where the brand becomes broad enough to absorb almost any collaboration or expansion without losing relevance.
I love this take - and in Miami, when chatting with Lando, I actually mentioned how the Miami GP felt like the one week a year where F1 cosplays as a lifestyle brand. I definitely would love to see more F1 - fashion, collabs, mentions... pop up more in mainstream media and day-to-day life.