F1 Miami GP

THE CHALLENGE With the arrival of the inaugural F1 Miami Grand Prix, the goal was clear: create a lifestyle brand that could connect with traditional racing fans while also attracting a younger, culture-driven audience. The brand needed to feel authentic to motorsports yet fashionable enough to compete in the streetwear space. OUR APPROACH We developed South Florida Motorsports, a collection of tees, hoodies, and hats designed with a bold, contemporary aesthetic. The designs pulled inspiration from racing culture while embracing Miami’s vibrant energy, resulting in apparel that appealed to both racing enthusiasts and style-conscious fans. To tell the story, we executed a photoshoot directly on the Miami track while it was still under construction. This creative choice linked the narrative of the track being built with the collection being created. The raw, unfinished environment gave the campaign a cinematic edge, reinforcing the sense of anticipation for race weekend. CREATIVE EXECUTION We also staged visuals in the team garages, using a custom F1 Miami livery as a central prop. These visuals elevated the collection by grounding it in the authentic world of Formula 1 while delivering imagery that resonated with fashion-forward audiences. The creative direction was designed to attract the same fans who admire Lewis Hamilton not only for his skill behind the wheel but also for his cultural influence and sense of style. THE RESULT The collection launched online and at the official team store during F1 Miami race weekend. South Florida Motorsports became a bridge between sport and style, establishing a lifestyle presence that elevated the event beyond merchandise and positioned F1 Miami as a cultural force.