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Formula 1 Expands Collaboration with Pacsun for Fashion Partnership
Formula 1 has revealed a new multi-year agreement with the fashion retailer Pacsun, known for catering primarily to the youth market. This collaboration builds on their previous partnership initiated in 2022, through which F1-branded apparel has been available in all 350 Pacsun locations across the United States.
The motivation behind F1’s engagement with Pacsun stems from a strategic move to broaden its fan base, especially focusing on attracting younger female audiences from Generation Z, those born between 1997 and 2012. Pacsun’s established customer demographic aligns well with this goal, providing a platform for F1 to reach new supporters.
In a statement about the renewed agreement, Formula 1 emphasized the potential for this partnership to widen the sport’s appeal. “The partnership expands the reach of Formula 1 to new audiences and enhances fans’ engagement with the sport through innovative fashion offerings for both adults and children at different price points,” the organization stated.
This year, Pacsun has launched special clothing lines specifically for key races in Italy, Austin, and Las Vegas, further engaging the fandom surrounding these events. Emily Prazer, F1’s chief commercial officer, commented on the significance of integrating fashion and sport, noting, “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.”
She also highlighted the dynamic nature of Formula 1 and its evolving relationship with fans, saying, “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, shared his thoughts on the renewed partnership, stating, “At Pacsun, we are deeply committed to creating fashion that authentically reflects the lifestyles and interests of our community.” He went on to underscore the significance of this collaboration by mentioning, “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.”
Cox further expressed enthusiasm about the potential to combine fashion with fandom, explaining, “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.”
In a separate development within the Formula 1 ecosystem, it was announced last week that catering company DO&CO will continue its role as the official supplier for the F1 Paddock Club, a premier hospitality offering, securing its position for the next decade.
As both organizations look to the future, their collaboration signifies a growing trend of sports organizations leveraging lifestyle brands to engage and retain new audiences, particularly among youth and emerging markets.
Source
www.autosport.com