With F1: The Movie bringing both the glamour and grit of the sport to the big screen, brands are racing to be part of the action. Uniquely integrating product placement into the storyline, the film introduces the fictional APXGP F1 team—complete with logos emblazoned on drivers’ race suits, helmets, and cars. Some brands are taking it a step further, releasing limited-edition products that offer fans a tangible way to connect with the film. Here are some of the most exciting brand tie-ups inspired by the film and the world of motorsport.
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Tommy Hilfiger
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Tommy Hilfiger merges his signature American aesthetic with a racing edge in The APXGP Collection, tapping into the rising wave of 'motorcore'. Bold colour palettes, logomania patchwork, and streamlined silhouettes define the collection—featuring mechanic-style shirts, a varsity-meets-motorcore jacket, and tailored Japanese denim that channel rebellious energy with a refined twist.
Louis Vuitton
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Expanding beyond the cinematic universe, Louis Vuitton took centre stage as the title partner of the Louis Vuitton Australian Grand Prix 2025 in March. As part of its 10-year global partnership with Formula 1, the collaboration brought together the worlds of fashion and sport in a shared pursuit of excellence. The tagline “Victory travels in Louis Vuitton” was prominently displayed across on-track signage throughout Melbourne.
Bringing its legendary craftsmanship from the atelier to the racetrack, the House unveiled a custom Trophy Trunk—wrapped in its signature Monogram canvas and adorned with an iconic 'V' rendered in Australia’s national colours of green and gold. Rooted in tradition, the piece is handcrafted at Louis Vuitton’s historic atelier in Asnières, France.
IWC Schaffhausen
Luxury watchmaker IWC Schaffhausen has launched an exclusive collection of timepieces inspired by F1: The Movie. Leading the lineup is the Ingenieur Automatic 40, featuring a warm olive green dial and stainless steel case—echoing the bespoke model worn by Sonny Haynes (played by Brad Pitt) in the film.
Other characters sport IWC chronographs, prominently featured as the official team watches. Joshua Pearce (played by Damson Idris) wears the Pilot’s Watch Performance Chronograph 41, distinguished by its 18-carat gold case and black lacquered dial. The collection also includes the Pilot’s Watch Chronograph APXGP and Pilot’s Watch Chronograph 41 APXGP, both showcasing the team’s black, gold, and white colour scheme in stainless steel cases. Rounding out the lineup are two statement pieces: the Pilot’s Watch Performance Chronograph Perpetual Calendar Digital Date-Month and the Big Pilot’s Watch Shock Absorber Tourbillon Skeleton XPL.
Heineken 0.0
In Heineken’s fresh campaign tied to the film and starring Brad Pitt and Damson Idris, the spotlight is on its non-alcoholic brew, Heineken 0.0. In the campaign video, Joshua Pearce (Damson Idris) is seen enjoying a Heineken 0.0, leading viewers to assume he’s about to drive—only for it to be revealed that Sonny Hayes (Brad Pitt) actually gets behind the wheel. This unexpected twist perfectly underscores the brand’s “When Driving, Or Not” message, emphasizing that no special reason is needed to enjoy a great 0.0 beer.
HUGO
HUGO’s three-way collaboration with the Visa Cash App Racing Bulls (VCARB) F1 team and Nigerian artist Slawn perfectly embodies art meeting speed. Disrupting F1 norms, the UK’s most in-demand artist lent his creativity to design the team’s new race car livery. The reveal took place at a pop-up event ahead of the F1 Qatar Airways British Grand Prix, where Slawn also customised exclusive HUGO x VCARB teamwear shirts. HUGO adds its own stylish twist with the HUGO x RB by Slawn capsule collection, featuring pieces embellished with spray-painted motifs in Slawn’s signature caricaturist style. From blazers to V-neck polos and caps, the range fuses heritage tailoring with street art influences.
Mercedes-AMG
The limited-edition Mercedes-AMG GT 63 APXGP Edition brings the film’s thrill directly to the road. Specially designed for the movie, this sports car features striking details that closely mirror the fictional APXGP Formula 1 team vehicles. With only 52 units produced, each boasts hand-applied paintwork with APXGP-specific designs, making every car a unique collector’s piece.
Race gold accents highlight the machine from every angle, while the checkered flag motif on the front fenders reinforces its motorsport DNA. Inside, seats and the steering wheel feature contrasting race gold stitching that extends to the door panels, instrument cluster, and centre armrest. A ‘Limited Edition 1 of 52’ badge on the centre console further emphasises its exclusivity. Mercedes-AMG also lent its engineering expertise to the film, supplying performance vehicles from its portfolio to elevate the on-screen racing action.
SharkNinja
Global product design and technology company SharkNinja goes beyond sponsoring the film’s fictional racing team by launching a limited-edition APXGP Performance Collection. The capsule features seven of the brand’s most popular products, reimagined with sleek black and gold designs. Spanning cleaning, haircare, and kitchen tools, the collection includes the Shark Cordless PowerDetect Clean & Empty System, Shark FlexStyle Air Styling & Drying System, and the Ninja CREAMi Ice Cream Maker.
Hot Wheels
Motorsports enthusiasts and die-cast collectors alike can gear up for an exciting new release as Hot Wheels unveils a limited-edition 1:64 die-cast replica of the car driven by Sonny Haynes, Brad Pitt’s character in the film. While owning the actual sports car may be the ultimate dream, this miniature version is the perfect next best thing.