Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

How Fashion Entered the Formula One Race

A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend.”
Brad Pitt, Damson Idris, Hollywood, Formula One, Apex, Apple TV, Lewis Hamilton
Brad Pitt and Damson Idris at the British Grand Prix filming for "Apex", an upcoming Formula One-inspired film co-produced by Lewis Hamilton. The sport's newfound star power has set off a sponsorship gold rush among fashion brands. (Getty Images)

SILVERSTONE, UNITED KINGDOM —

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

A New Era of Fashion-Carmaker Collaborations

From Rimowa’s new tie-up with Porsche to Mercedes teaming up with Palace, a new wave of fashion-carmaker partnerships is targeting a younger generation of aspirational consumers.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports
How the collision of sports and fashion is creating new opportunities in both industries.

Why Adidas Is Suing a Sneaker Leaker

The activewear giant’s legal action against the popular sneaker news site Sole Retriever exposes hidden fault lines in the industry's relationship with the media that covers it.


Adidas’ Power Play Against Leakers

Adidas filed one of the strangest lawsuits that you’ll see in sneakers. It could have implications for how consumers get their information moving forward.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?


The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON