Formula 1 has long been a playground for thrilling brand collaborations, but 2024 has truly elevated the game, blending motorsport’s adrenaline-fuelled excitement with the elegance of fashion and lifestyle brands.
After last year's big push at the Las Vegas Grand Prix—which saw racing culture splattered across everything from fashion labels to Gundam action figures and skateboards—2024 has been a continued year of success for brands looking to cash in on F1's charge towards the forefront of popular culture, with the recent LVMH partnership promising even more hype when it comes to off-track F1-related projects and campaigns.
Here’s a round-up of some of the most exciting brand collabs from the 2024 season that are turning heads both on and off the track:
Mercedes-AMG GT 63 Pro 4MATIC+ Motorsport Collector’s Edition
For 2024, Mercedes-AMG took its motorsport-inspired design chops to the next level with the GT 63 Pro 4MATIC+ Motorsport Collector’s Edition, a special release that screams performance and luxury. This edition incorporates striking details from Formula 1, including a unique livery reminiscent of Mercedes’ AMG Petronas F1 cars. With only a limited number available, this car not only appeals to F1 enthusiasts but also to collectors of high-performance machines. The GT 63 Pro features a meticulously tuned 4.0-litre V8 biturbo engine, producing unparalleled power, while its exterior is enhanced with race-inspired elements like carbon-fibre components, aerodynamic tweaks, and bold design flourishes.
Hot Wheels' Multi-Year Partnership
In a playful twist, Formula 1 has just teamed up with Hot Wheels for a multi-year partnership, aimed at both collectors and the younger audience. This collaboration includes limited-edition F1-themed die-cast cars, complete with detailed liveries and interchangeable tyres. The partnership doesn’t stop at toys, though—Hot Wheels is set to appear at select Grands Prix with fan activations, adding a touch of nostalgia and excitement to race weekends.
PUMA's F1 S/S 2024 Collection
In 2024, PUMA took its long-standing relationship with Formula 1 to the next level by launching its first full collaborative collection for Spring/Summer 2024. This debut collection fuses the high-octane energy of Formula 1 with PUMA’s athletic craftsmanship, offering a blend of performance and style that reflects the very essence of motorsport. The collection draws inspiration from iconic F1 elements, including race suit patches and garage workwear, giving it a rugged yet polished aesthetic.
Kith x Tag Heuer Formula 1
In a unique fusion of streetwear and luxury watchmaking, Kith and Tag Heuer have come together to reimagine the iconic Formula 1 watch series. This collaboration is deeply personal for Kith founder Ronnie Fieg, whose first-ever watch was a TAG Heuer Formula 1. Honouring that connection, the collection revisits the vibrant colours and daring designs of the original 1986 release, now featuring upgraded materials such as sapphire crystal and steel cases. Unveiled at the Miami Grand Prix this May, each watch in the collection is inspired by a different Kith flagship store location, from Paris to Miami, each carrying Kith’s signature motto, “Just Us.”
Reiss' McLaren Formula 1 Team SS24 collection
McLaren has charted an exciting new course with the Reiss x McLaren collaboration, signed in 2023, signalling a shift in their fashion strategy after the success of last year’s hyped TUMI campaign. Reiss, known for its sleek and timeless designs, is now the Official Travel Kit Partner of the McLaren Formula 1 team, and their Spring/Summer 2024 collection offers a stylish range inspired by McLaren’s high-performance ethos. Unveiled right before the season opener in Bahrain, key pieces include a motorcycle jacket in the brand’s signature white, orange, and black, alongside a bold orange fleece hoodie emblazoned with McLaren branding.
