Looking to build on the heat from the hottest race in town, Pacsun headed to the Magic City for its latest merchandise collaboration.
Last weekend, the beachy teen outfitter recently announced the release of its “Formula 1 Miami Collection” with a launch party and a pop-up truck near the Formula 1 Miami Grand Prix.
The brand is capitalizing on the wild popularity of the European-based sport and, specifically, its growing teenage fanbase. The hit Netflix series Formula 1: Drive to Survive has elevated drivers like Lando Norris and Charles LeClerc, who both raced Sunday, to celebrity status with throngs of young fans.
Straying from full co-branding, most fashions in the 15-piece collection from Pacsun showcase solely Formula 1 branding. This could signify those who wear the items wanting to be connected to the event (or the sport in general) rather than the clothing brand. The backs of some shirts are even decorated with the full schedule of upcoming F1 races.
The Miami collection is only part of Pacsun’s multiyear collaboration with Formula 1. The clothing brand first unveiled F1-branded designs in November 2022 at the streetwear-focused ComplexCon Festival in California. In November 2023, the collaboration released 37 items, including hats, jackets and jerseys.
“The new lines really bring the excitement and fun of the sport to life, as we continue to look for new ways for younger fans to show their passion for F1,” said Oli Boden, Formula 1’s head of licensing and gaming, in a 2023 statement.
The full merch collection includes 71 pieces: T-shirts, hoodies, sweatpants, crewnecks, cargo shorts, jackets, tote bags, shorts and hats. The most notable items are utility-forward, like a fleece jacket with pocket-filled sleeves and a full-zip shirts with dual front pockets. Others leverage sustainable materials, such as the slipstream T-shirt made from recycled polyester.
Miami merch styles include black, blue and gray short- and long-sleeve tees with the F1 logo on the front pocket and, on the back, “Formula 1 Miami U.S.A. Edition” (in a Miami Vice-style font) atop a pink-and-green gradient racecar. Fittingly, racecars are a prominent theme in the collection. A sweatshirt showcases a mockup of a car’s underside, and a white T-shirt lights up with a full-color car ablaze on its front.
Prior to the collaboration’s reveal, Pacsun partnered with influencer Madeleine White to reveal the collection via livestream. In the statement, the company noted that the livestream is part of its “continued efforts to digitally engage with Gen Z.” The brand also hosted a launch party for the collection at its Aventura location, near the racing site.
For those lucky enough to attend the star-studded races or be in their vicinity, Pacsun stationed a co-branded pop-up truck in the area with merchandise available for purchase exclusively with Apple Pay. The truck was wrapped in a green and pink gradient with Pacsun and F1 branding, alongside a graphic of a pink racecar. It received over 8,000 visitors, according to a press release from the company.
Jeff Hamilton, famous for outfitting star athletes with his heavily decorated leather jackets, made an appearance at the pop-up. In addition to posing for photos, he signed jackets and hosted a raffle for a Formula 1 & Pacsun full-leather racing jacket. Retailing for $600, the black leather jacket features a full-breast Formula 1 logo alongside Pacsun and F1 patches on its sleeves.
“It was incredible to be a part of the energy and excitement of the Miami Grand Prix,” said Richard Cox, vice president of men’s merchandising and global partnerships for Pacsun. “The community loved the new styles and were intrigued by the branded truck and flocked to check it out. We showed up in a creative way and were able to connect and emphasize our dedication to sports.”
