F1 News: Pacsun elevates fan fashion with renewed licensing deal

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 Formula 1 fans through race-specific capsules and exciting collaborations.

Known for its strong presence in the US market with over 350 stores, youth retailer Pacsun will continue to tap into the sport’s growing fandom in the region, particularly among young females. Formula 1 now has over 45m 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 expands 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. Limited edition collections have been designed for select Grands Prix throughout the 2024 season, including Monza, with a focus on Italian elegance, and Austin, highlighting the State’s 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, which merged fan fashion with high-end design, drawing upon the innovation and performance of Formula 1 and debuted at ComplexCon Las Vegas in November.

Pacsun also celebrated the launch of another Las Vegas inspired race collection at the Las Vegas Grand Prix Fan Experience, a free event taking place in the city across the Grand Prix weekend with a retail activation. Beyond retail and activations in Las Vegas, Pacsun partnered with influencers to create and share exclusive behind-the-scenes content with their audiences, further strengthening the connection with Formula 1’s growing fanbase.

Pieces from F1 x Pacsun collections are available here.

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, said:

“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 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.”