PACSUN MAKES FORMULA 1 DEBUT WITH FASHION ACTIVATION IN AUSTIN FOR THE FORMULA 1 LENOVO UNITED STATES GRAND PRIX 2023
Pacsun took the wheel at the FORMULA 1 LENOVO UNITED STATES GRAND PRIX 2023, with its pop-up shop located at the track in Austin for an engaging consumer experience in the heart of the Formula 1 action. In a groundbreaking move for the youth brand, Pacsun outfitted fans in its F1 collection over the weekend, bringing the thrills of the race to the local community, inside the race and beyond.
The milestone event marked Pacsun’s first time selling at a Formula 1 race and with inclusivity at the core of its mission, Pacsun seized the occasion to reach diverse audiences with its merchandise under the partnership, outside of Pacsun stores.
Pacsun’s commitment to inclusivity took a unique form as the brand launched its F1 and Pacsun branded truck, serving as a mobile pop-up store that traveled and stopped at various locations in Austin. This organic initiative aimed to surprise and delight fans who might not have direct access to the race, offering them a chance to engage with Pacsun while exploring the latest collection. Pacsun experienced incredible sales over the weekend, moving thousands of units, with a particularly high demand for the dedicated Austin styles.
“Our presence trackside in Austin and our citywide pop-up experiences underscore our commitment to inclusivity and bringing the passion of F1 to every fan, no matter where they are, through fashion. We are not just selling merchandise; we are creating connections and making memories with the community. This is just the start of what we hope will be a series of initiatives as we look ahead to the remaining half of the year with F1,” said Brie Olson, CEO of Pacsun.
“The United States Grand Prix in Austin is always a special occasion, so it is fantastic we can use this moment as another chance to bring something new to fans as Pacsun has a presence at the track for the first time. Pacsun’s collections have given fans the chance to express their passion for F1 through their outfits, and the Austin range is no different,” said Oli Boden, Head of Licensing and gaming at F1.
Pacsun introduced its Collection designed specifically for the race at the Circuit of the Americas in the build-up to the event, captivating audiences with its blend of regional style and authenticity. The exclusive collection, available at the race, online, and in Pacsun stores, featured a diverse range of products, including long and short-sleeved tees, hoodies, camp shirts, and slipstream styles with matching track pants. Pacsun’s collaboration with F1® not only showcased cutting-edge fashion but also celebrated the authentic spirit of racing through curated designs, incorporating classic F1® branding and bar-b-que prints with a color palette paying homage to the Lone Star state.
Pacsun executive leadership, including Brieane Olson (CEO), Richard Cox (VP, of Men’s Merchandising and Global Partnerships), Calli Perez (Creative Director), and Tyler MacDonald (Associate Director of Brand Marketing) were all present for the activities, along with several influencers who sported the apparel throughout the weekend.
