Formula 1 and Pacsun elevate fan fashion through renewed licensing partnership

Building on the success of the partnership the two brands have had since 2022, Formula 1 and Pacsun have announced a multi-year renewal of their licensing agreement that will continue to take the sport’s fashion to new heights.

The partnership will see the continued dedication of both brands to create trend-driven, high-quality apparel for F1 fans through race-specific capsules and exciting collaborations.

Known for its strong presence in the United States with over 350 stores, youth retailer Pacsun will continue to tap into the sport’s growing fandom in the country, particularly among young females. Formula 1 now has over 45 million fans in the US and TV viewership in America has increased by 89% since 2018. It is also the top market globally for followers and engagement levels on social media.

The partnership continues to expand 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.

F1 Pacsun 3 Diagonal 01 169.png — Formula 1 and Pacsun will continue to elevate fan fashion through innovative fashion offerings

2024 saw limited edition collections designed for select Grands Prix throughout the season, including Monza, with a focus on Italian elegance, and Austin, highlighting the State’s country roots. Pieces from 'F1 x Pacsun' collections are available here.

During the 2024 Las Vegas Grand Prix weekend, Pacsun and Formula 1 launched an exclusive collaboration with WILDSIDE – curated by iconic designer Yohji Yamamoto and debuted at ComplexCon Las Vegas in November – which merged fan fashion with high-end design while drawing upon the innovation and performance of Formula 1.

Pacsun also celebrated the launch of another inspired race collection at the Las Vegas Grand Prix Fan Experience, a free event in the city across the Grand Prix weekend, as well as partnering with influencers to create exclusive behind-the-scenes content with their audiences, further strengthening the connection with Formula 1’s growing fanbase.

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Emily Prazer, Chief Commercial Officer, Formula 1, said: “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. 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, Pacsun, added: “At Pacsun, we are deeply committed to creating fashion that authentically reflects the lifestyles and interests of our community. 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.

"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.”