Off To The Races: The Best Collaborations In Formula 1

It's lights out and away we go.

Published: March 17, 2025

Off To The Races: The Best Collaborations In Formula 1 — Photo: (From top) Courtesy of Adidas, Louis Vuitton, PUMA, and L'Oréal Paris

Formula 1’s impact has extended far beyond the racetrack. With high-octane collaborations ranging from luxury timepieces and designer luggage to high fashion and beauty, these partnerships showcase the sport's undeniable influence today. As we kick off the 2025 season, we highlight the best Formula 1 collaborations that have made an impression on and off the paddock.

Louis Vuitton

Luxury and speed collide as Louis Vuitton cements its place in Formula 1 for the next 10 seasons. As part of LVMH’s global partnership announced last October, the French Maison will have a striking presence across races—from iconic trackside branding to its signature trophy trunks, including a bespoke Louis Vuitton Trophy Trunk for the FIA Formula One World Championship trophy. Adding to the spectacle, Louis Vuitton is also the title partner for the Formula 1 Louis Vuitton Australian Grand Prix 2025 in Melbourne, bringing haute craftsmanship to the pinnacle of motorsport.

TAG Heuer

Off To The Races: 10 Of The Best Collaborations In Formula 1 — Photo: Courtesy of TAG Heuer

Luxury timepieces are an integral part of the sport—no driver is spotted without one— and TAG Heuer has the greatest presence of them all as Formula 1's official timekeeper. Taking over from Rolex, the Swiss luxury watchmaker will have a presence on and off the track through trackside branding, Fan Zone and Paddock Club activities, and product ranges. In addition, the watchmaker is also an official team partner of the Oracle Red Bull Racing Formula 1 Team with current World Champion Max Verstappen and newcomer Liam Lawson sporting the timepieces on their wrists.

TUMI

When travelling from one country to another, you need the best of the best when it comes to luggage and TUMI delivers just that as the official luggage partner for the McLaren Formula 1 Team. Equipping drivers Lando Norris and Oscar Piastri as well as the team with world-class travel essentials, the partnership also welcomed the TUMI | McLaren collection, a premium capsule collection of elegant business, travel, and everyday essentials for fans to represent their favourite team anywhere they go.

Chivas Regal x Charles Leclerc

There's nothing like a glass of Chivas Regal to end a good race weekend—just ask Scuderia Ferrari HP driver Charles Leclerc. As an official team partner of Scuderia Ferrari HP, the luxury Scotch whisky will run activations with the team for fans to enjoy and raise awareness on the dangers of drink-driving. In addition, Chivas Regal has teamed up with Charles as its global brand ambassador.

Puma

Count on PUMA to deliver the best merchandise during the race weekend as the official supplier at Formula 1 races. In addition, the athleisure and lifestyle brand is an official team partner for Scuderia Ferrari HP, Aston Martin Aramco F1 Team, and Stake F1 Team Kick Sauber, providing race suits and kits for the team.

IWC Schaffhausen

Another familiar timepiece on the Paddock is IWC Schaffhausen, the official engineering partner of the Mercedes-AMG PETRONAS Formula One Team. Since 2013, the collaboration has seen limited edition timepieces decked in Silver Arrows' hues, activations on and off track, and their watches spotted on the wrists of drivers George Russell and Kimi Antonelli.

Peroni Nastro Azzurro 0.0%

There's nothing quite like the Italian lifestyle, and the partnership between Scuderia Ferrari HP and non-alcoholic beer Peroni Nastro Azzurro 0.0% embodies that. This year, they celebrate 'The Italian Way' with the 'Prancing Horse' including their newest addition to the team, Lewis Hamilton.

L'Oréal Paris x Carlos Sainz

With hair as voluminous as his, it's no surprise the smooth operator himself, Carlos Sainz Jr of Atlassian Williams Racing, is L'Oréal Paris' newest global ambassador for their Elvive haircare line. While a recent announcement from the beauty powerhouse, we can't wait to see Carlos in a campaign real soon.

Adidas

A new Formula 1 collaboration this season is between Adidas and the Mercedes-AMG PETRONAS Formula One Team. An official team partner for the 'Silver Arrows', the athleisure and lifestyle brand will be designing a range that brings style and performance together for the entire team and fans alike.

Richard Mille

One of the well-known Formula 1 collaborations is between the luxury powerhouse Richard Mille and both McLaren Formula 1 and Scuderia Ferrari HP. Their timepieces have been spotted on the wrists of drivers and partners of Richard Mille, Charles Leclerc and Lando Norris, and they've produced limited edition watches to celebrate their partnerships with the teams.

Lululemon x Lewis Hamilton

A recent Formula 1 collaboration is Lululemon after the athleisure brand tapped Ferrari's Lewis Hamilton as its newest ambassador. In addition to representing the brand, the driver will work with the fitness brand's Research & Innovation, Design, and Development team to share insights for future apparel lines.
In addition, his charity organisation, Mission 44, will partner Lululemon's Centre for Social Impact to incorporate movement and mental health experiences for their young beneficiaries.

HUGO

There's nothing quite as stylish as a man in HUGO—just ask Fernando Alonso and Lance Stroll of Aston Martin Aramco F1 Team as well as Yuki Tsunoda and Isack Hadjar of Visa Cash App Racing Bulls F1 Team. The teams can be seen sporting the label's race and travel wear as well as formal looks, on and off track.

Charlotte Tilbury

The darlings of motorsport deserve their spotlight, and Charlotte Tilbury is making sure they shine. In a groundbreaking move, the beauty brand has partnered with F1 Academy—the all-female Formula 4-level racing championship—marking its first-ever global sports sponsorship. As the first female-founded and first beauty brand to back the series, Charlotte Tilbury is breaking barriers in style. Adding to the excitement, the Charlotte Tilbury operated by Rodin car will hit the track this season with Chloe Chong behind the wheel, proving that speed and glamour are a perfect match.

Netflix

The world of Formula 1 has expanded thanks to Netflix's Drive To Survive. Documenting the lives of the drivers as well as personnel, the past seven seasons have introduced and brought new eyes to the sport—while some might argue about the legitimacy of the show and what it covers.

Ralph Lauren Fragrances x Lando Norris

With the roar of an engine and the need for speed, Lando Norris is the perfect face for Ralph Lauren Fragrances' Polo Red Eau de Toilette. Dressed in a leather jacket that matches the Polo Red colour palette, the campaign shows Lando speeds through Circuito de Navarra. In addition, recently launched a limited edition Polo Red Racing Edition in time for the new season.

2025 Chinese Grand Prix will be happening from 21 to 23 March 2025 at the Shanghai International Circuit. For more information, visit their website.