Italian streetwear brand Palm Angels has made a significant move by partnering with the US-based Haas F1 team, solidifying its presence in the world of Formula 1. This strategic decision reflects the increasing trend of brands using sports as a platform to reach affluent consumers. With Haas F1 being the only American team in the FIA Formula 1 World Championship, this collaboration holds immense value for Palm Angels in targeting the lucrative US market.
With Creative Director Francesco Ragazzi at the helm, Palm Angels, a brand controlled by the Farfetch/New Guards Group, has been appointed as the official ‘EntArtainment’ Curator for Haas F1 Team. This means that the brand will have prominent visibility across various assets, including the VF-23 car, driver overalls, garage and hospitality branding, as well as through Haas F1 Team’s owned channels.
Beyond branding opportunities, Palm Angels and Haas F1 will also join forces to activate their partnership in key markets throughout the season. The collaboration will focus on high-profile grands prix in Miami, Italy, and Las Vegas. By leveraging their strong visual identity and success-driven mentality, the two brands aim to position themselves as being ‘Right on Track.’
Guenther Steiner, Team Principal of Haas F1 Team, expressed his excitement about the partnership, acknowledging Palm Angels’ rapid growth and rebellious approach. He emphasized the synergy between both brands, highlighting the similarities with Haas F1 Team’s ethos. Ragazzi echoed this sentiment, stressing the shared disruptive nature between the two companies. He emphasized Palm Angels’ commitment to quality and craftsmanship, aligning with Haas F1’s dedication to competing in Formula 1. Ragazzi also emphasized that this collaboration will bring a unique and engaging experience unlike anything seen before.
This partnership between Palm Angels and Haas F1 exemplifies the increasingly common trend of fashion brands stepping into the world of Formula 1. These collaborations not only provide valuable exposure for the brands involved but also create exciting and one-of-a-kind experiences for Formula 1 fans and fashion enthusiasts alike. As the sport continues to evolve, it is highly likely that we will witness more cutting-edge collaborations in the future.
For more information on Palm Angels:
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For more information on Haas F1 Team:
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