F1 and Pacsun extend fashion licensing deal that aims to attract new Gen-Z fans

Formula 1 has announced what it calls a “multi-year” new deal with fashion retailer Pacsun, which produces clothes primarily for teenagers and young adults.

The two organisations have teamed up since 2022, when F1-branded garments began being sold in Pacsun’s 350 stores in the USA.

F1 initially decided to engage with Pacsun as part of its strategy to attract new fans to the championship, with a particular focus in this case on finding new female fans from Gen-Z (people born between 1997 and 2012) via Pacsun’s customer base.

In a statement, F1 said, “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."

In 2024, Pacsun released dedicated clothing lines for the Italian, Austin and Las Vegas races.

“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,” said F1 chief commercial officer, Emily Prazer.

“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.”

Paddock atmosphere

Photo by: Sam Bloxham / Motorsport Images

Richard Cox, chief merchandising officer at Pacsun, added: "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 US 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.”

In another recent F1 contract renewal, it was announced last week that catering company DO&CO will continue as the official supplier to the championship’s signature F1 Paddock Club hospitality offering for the next 10 years.