Formula 1 has grown to become a cultural powerhouse of tastemakers and luxury collaborations. With the 2024 calendar boasting 24 Grand Prix events spa

From Las Vegas to Shanghai, F1 is global canvas for brand collabs

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2024-04-29 08:00:02

Formula 1 has grown to become a cultural powerhouse of tastemakers and luxury collaborations. With the 2024 calendar boasting 24 Grand Prix events spanning five continents, the stage is set for a symphony of partnerships that transcend borders and redefine the boundaries of luxury branding.

From the historic circuits of Silverstone and Spa to the new lineup additions of Las Vegas, Miami, and Lusail in Qatar, the Formula 1 circuit offers a kaleidoscope of opportunities for brands seeking global visibility and prestige.

China’s return to the calendar after a four-year hiatus was a milestone, with the inaugural F1 Sprint of 2024 adding an extra layer of excitement to the season opener.

At the heart of this convergence between speed and style stands China’s first F1 driver Zhou Guanyu, the prodigious talent who not only dominates the racetrack, but also commands the attention of the luxury world as ambassador for Dior, Lululemon, HSBC, and Hennessy.

Zhou’s endorsement deals are a testament to the symbiotic relationship between motorsport and luxury, becoming labeled widely online as the next Eileen Gu (Chinese sports icon and collab-favorite) for the fandom that is driving his growing array of partnerships.