Formula 1, Pacsun Renew Licensing PartnershipFormula 1, Pacsun Renew Licensing Partnership

Formula 1 and Pacsun have renewed their licensing agreement, extending the successful collaboration launched in 2022. This multi-year renewal aims to continue delivering trend-driven, high-quality apparel for Formula 1 fans, including race-specific capsules and exclusive collaborations. 

With over 350 stores in the U.S., Pacsun will leverage Formula 1’s expanding popularity in the region, particularly among young women. Formula 1’s U.S. fan base now exceeds 45 million, with TV viewership increasing by 89% since 2018. The U.S. also leads in global social media engagement for the sport. 

The partnership emphasizes reaching new audiences and enhancing fan engagement through innovative sports fashion offerings for adults and children at various price points. Limited-edition collections will align with select 2024 Grands Prix, such as Monza, focusing on Italian elegance and Austin, celebrating Texas’ country roots. 

During the Formula 1 Heineken Silver Las Vegas Grand Prix 2024, Pacsun and Formula 1 launched an exclusive collaboration with WILDSIDE, curated by iconic designer Yohji Yamamoto. This high-end fashion line debuted at ComplexCon in Las Vegas and blended Formula 1’s innovation with luxury design. 

Additionally, Pacsun launched a Las Vegas-inspired race collection at the Las Vegas Grand Prix Fan Experience, featuring a retail activation during the event. The retailer also partnered with influencers to share exclusive behind-the-scenes content, further strengthening connections with Formula 1’s growing fan base. 

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This renewed partnership aims to continue elevating fan fashion and expanding Formula 1’s presence in the U.S. and beyond. 

“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,” says Emily Prazer, chief commercial officer, Formula 1. “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.” 

“At Pacsun, we are deeply committed to creating fashion that authentically reflects the lifestyles and interests of our community,” says Richard Cox, chief merchandising officer, Pacsun. “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 U.S. 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.”