Zak Brown’s Post

How focusing on creating a clear consumer alignment will allow you to win the race. Last week, I was so happy to see the continued success of F1 and Puma in North America. A few years ago, the puma brand was struggling to get Motorsport or F1 going in NA. We understood the hard core fans, but the brand at the time could not breakout outside the older traditional consumer and make it a lifestyle growth engine. My team and I went to the global motorsports team in Germany and pitched a strategic idea around focusing on the US youth culture consumer to re-energize the brand ( as the business was declining double digits). The plan was based around connecting the assets like BMW, Ferrari, etc beyond the hardcore fan. Collectively, we developed a strategy around bring in the right partners, focus on products that were relevant for the market, creating a clear distribution with the end consumer in mind, tiered plan to not just sell the product but to make it aspirational and combine both our knowledgeable and passionate teams. We aligned to collaborate with great partners like meek mill, roc nation, The Weeknd, Rihanna, etc, and with the global partners. With my great team of product mangers and strategist like Ian Forde, David Ballin, Beth Greenfield, etc, we expanded the product range while focusing on silos that would expand and ignite the brand appeal. This started to unlock the opportunity and paved the way for the like of ASAP Rocky, and Rihanna among other to further embrace the brand and sport, taking it to the next level. The future looks bright, not just because cities like Vegas and Miami are putting millions into it but because there is a clear connection to the youth culture and streetwear consumer communities now ( just look at who attended Vegas).I couldn’t be more happy for a great passionate groups lead by Thomas Josnik Robert Knapp, etc (and some of the other that have moved on like Mathias Mehburger ) and the success they had and will have in the future. It shows if you combine a clear strategy, passion, teamwork, clear consumer focused and build it over time, everything is possible. Congrats team and keep building!!!!💪🏾 #teamwork #pumalife #consumerinsights #strategicpartnerships #strategicforesight #branddevelopment

With the 2024 Season 10 Formula E Championship at the doorstep of the opening race in Mexico it is perhaps interesting to take a look what have happened in the Formula E partnership network. A couple of Formula E remarks: It looks like the series have not been able to keep Heineken, Tag Heuer, Boss, Moet & Chandon and Copper. Hacket Sport is the only new series partner. Tag Heuer and Boss are with Porsche, so both brands are still in Formula E, but still... Not many new partners overall in Formula E and the total number of partners is lower than 2023. TAG Heuer Porsche have the highest number of partners, 15 in total. The majority of the teams have 3-8 partners. I would expect more partners related directly to the EV-industry. Envision Racing presented a new partner on Thursday. British fashion Group Superdry is joining the team as clothing partner. Superdry have had some difficult financial times with the last financial result being 21,7 million negative. It is not unusual that a series starts with a lower number of partners, and new will join when the season get going.

𝐒𝐩𝐞𝐞𝐝 𝐌𝐞𝐞𝐭𝐬 𝐒𝐭𝐲𝐥𝐞: 𝐋𝐞𝐯𝐢’𝐬® 𝐱 𝐌𝐜𝐋𝐚𝐫𝐞𝐧’𝐬 𝐃𝐞𝐛𝐮𝐭 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 The Levi’s® brand has long been a cultural icon, making its mark at sporting events, fashion weeks, music festivals, and art exhibitions. From naming Levi’s® Stadium to creative collaborations like Levi’s® x Starter, the brand’s ties with sports, especially motorsports, have evolved over decades. Exploring Levi’s® in Motorsports For over 50 years, Levi’s® has been intertwined with motorsports. Beginning in the late 1960s and 1970s, the brand ventured into auto racing with advertisements, initiatives, and sponsorship of Formula 1 legend Niki Lauda in the 1970s. In the 2000s, Signature® by Levi Strauss & Co. sponsored NASCAR champion Jimmie Johnson and his brother, Jarit Johnson. The popularity of racing series such as Formula 1, IndyCar, Formula E, Extreme E, and esports has surged, particularly with Formula 1 drawing over six million spectators in 2023 and a diverse global fan base, nearly 40% of whom are women. Introducing Levi’s® x McLaren Racing This week, Levi’s® expands its racing legacy with the debut of the Levi’s® x McLaren Racing Collection, a partnership with the British racing team. The collection pays homage to McLaren Racing’s vintage era and taps into the sport’s growing appeal. This marks Levi’s® first collaboration with keep reading the story: https://lnkd.in/gMPppsNZ Levi Strauss & Co. McLaren Automotive Ltd #fashion #clothing #collection #collaboration #trade #trending

Wow...$200m deal between Castore and Red Bull Racing & Red Bull Technology 🔥 Yes, an undisclosed length of contract, but whether 5 ($40m/pa) or 10 ($20m) years, it's a move into the big leagues of sportswear/team deals. 🏎 Red Bull - build on the impressive previous year revenue (£278m) through (assumed) long term partner association 📈 🎽 Castore - brand exposure and sales alongside the dominant team in a global sport, and a big statement post their 2023 £140m raise 🚀 Why is this so interesting? ...Formula 1 is a tier one product and we regularly see massive kit deals signed in other sports: Adidas 🤝 Manchester United = $1.1bn 10 year agreement/$110m pa BUT: 1️⃣ Very few numbers have been released around previous agreements between sportswear and F1 teams, unlike in football. Simply, with this deal, we get an insight into the attractiveness of the sport/media asset that is a modern F1 team to a major sportswear brand. 2️⃣ The moment of performance is not the key driver (apologies) in sales; we don’t go and buy the race suit of Verstappen or Hamilton. Sales = kit that is worn pre and post race by drivers, the team principles collared attire, the engineers logo heavy outfits, headwear... There’s an automatic assumption that without the opportunity/need to buy the gear associated with the biggest names in their 2 hours of unbroken media exposure, sportswear partnership value would reflect this quantitively…. Match shirts are the driver of sportwear x football partnerships, not ‘training’ wear. But that’s not the case here. If you're not relying heavily on sales generated through exposure during a race (or the athletes to sell it), opportunities to engage the audience diversify. 3️⃣ ...and more broadly, through a combination of ‘traditional’ sportswear deals and fashion collaborations, F1 teams are unlocking the potential of both the activewear market and high end brand associations available due to the luxury status of the sport. E.g: Sportswear: Castore 🤝 Red Bull & McLaren Racing  PUMA Group 🤝 Scuderia Ferrari & Williams Racing Fashion: HUGO BOSS 🤝 Aston Martin F1 Team Tommy Hilfiger 🤝 Mercedes-AMG PETRONAS Formula One Team Reiss 🤝 McLaren The ability to attract and demonstrate value to both sportwear and luxury fashion companies creates increasing opportunity to generate yet more revenue through creative licensing and partnerships, while appealing to a broader audience: 🔸McLaren team wear and merchandise 🤝 Castore 🔸McLaren premium travel wear 🤝 Reiss Multiple touch points = more opportunity to buy product = more opportunity to drive revenue. Simple. Will we now see more of these deals and a greater transparency of terms? Either way, this is a significant tangible marker for the commercial appeal of F1. Excellent work from friend of the show Thomas Beahon and the Castore team 💥 #formula1 #redbull #castore #merchandising #brandpartnerships

Our #WayBackWednesday post features a video we made for Continental Tyres back in 2018 explaining why adidas and Continental came together for one common goal: to make running great again 🏃 Keen to chat to us about YOUR brand? Click the link in our comment section to set it up 🗓️ #ClientFocus #DigitalMarketing

WOOOOHOOOO! If you're a Formula 1 fan, you know that this weekend is the second race on US soil this season -- the United States Grand Prix in Austin. Who else has the can't-wait-for-racing-action feeling? OK, let's connect it to marketing and branding so this is relevant on LinkedIn. Whether or not you're a superfan like me, you might have heard that Red Bull has been having quite a year. So let's dive in a little to the brand itself. The name: originally launched in Thailand, it was called Krating Daeng meaning red guar, a wild bovine from the Indian subcontinent. Switch out "bull" for "guar" and you get Red Bull. But that was just the first shift for the brand that has gone on to revolutionize the sporting world and energy drink space. The makers took the brand upmarket by repositioning it as a trendy, upscale drink, first introducing it at Austrian ski resorts, per Wikipedia. I don't know, I wasn't there. This was a far cry from the category's origins as a pick-me-up for blue collar workers who needed a boost for their shifts, long days and longer drives. Now, with Max (and Checo) it's a brand phenomenon powering a different kind of drive. As much as I love the brand itself as a brand, I'm not rooting for them to win in Austin. As an Italian American, I am culturally obligated to cheer on Ferrari. Who are you hoping to see take victory in Saturday's Sprint race, and then then the main event on Sunday? #redbull #namesinthenews #USGP

When last weekend Lando Norris broke Max's trophy, i came up with the idea of writing something about the real value of Formula 1 trophies. With my disappointment, i did not find any specific price or production costs othwr than the Hungarian ones, but only collaborations with some luxory brands and i concentrated myself on them. So here we are, this is my latest article with Mult1formula 👇 #Formula1 #motorsport #trophies #HungarianGP

The record-breaking Adizero franchise has a shoe to fit every ambitious runners’ needs and adidas is adding an updated model to its fast family – the Adizero Takumi Sen 10. A testament to adidas’ continued effort to develop the most advanced products for its global running community, the Adizero Takumi Sen 10 is built specifically for 5-10k distances and benefits from a series of technological updates from its predecessor, the Adizero Takumi Sen 9. Tailored specifically for road racing, the updates to the midsole provide agility and cushioning – crucial for navigating the tight corners of fast road races. Building on previous models of the Takumi Sen family is the inclusion of refined ENERGYRODS 2.0 in the midsole, made from partly recycled glass fibre, which provide a seamless transition from heel to toe. Previous iterations of the Takumi Sen offered a combination of a carbon plate in the heel and individual, separated carbon-infused rods in the forefoot, https://lnkd.in/eWSvcQXc #News

"𝗠𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁𝘀 𝗶𝘀 𝗻𝗼𝘁 𝗶𝗻-𝗹𝗶𝗻𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗼𝗳 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀". 🤦♀️ How many times in the last 15 years I got this answer when offering F1 or MotoGP to brands in the fashion industry… Well, I call bulls**t. And here is why 👇   In the last few weeks alone, the world of fashion has seemingly collided with the world of sport, and specifically motorsports in a BIG way, and it isn’t a trend that is going away any time soon…   - Palace Skateboards X Kappa X Alpine - PUMA Group x Formula 1 X A$AP Rocky - Joshua Vides X Puma X Scuderia Ferrari - sacai X AMG - Versace X Lewis Hamilton - Takashi Murakami X +FOUR FOUR   𝗦𝗼, 𝘁𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗻𝗼𝘄 𝗯𝗲 𝗮𝘀𝗸𝗶𝗻𝗴 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀 𝗶𝘀 𝗻𝗼𝘁: "Should we get into the world of motorsport?" But rather: "How do we get into the world of motorsports, and how do we ensure we align ourselves to the right: property, team, driver, brand?" Well funnily enough… I know a bit about that, and my DM is open.   Yes, I’m talking to you: Jacquemus Aimé Leon Dore The North Face, a VF Company Face Carhartt WIP (Work In Progress) NOCTA Stussy, Inc. Off-White …and many more in the industry   𝗣.𝗦. 𝗦𝘁𝗶𝗹𝗹 𝗻𝗼𝘁 𝗰𝗼𝗻𝘃𝗶𝗻𝗰𝗲𝗱 𝘀𝗽𝗼𝗿𝘁𝘀 𝗮𝗻𝗱 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗮𝗿𝗲 𝗮 𝗺𝗮𝘁𝗰𝗵? Well, I'll let you tell that to HUGO BOSS that started sponsoring motorsport in 1975, and sponsored McLaren Racing for 30 years, then Mercedes and now Aston Martin F1 Team, or to Tommy Hilfiger who started sponsoring motorsport in the 70ies passing through Scuderia Ferrari and now Mercedes-AMG PETRONAS Formula One Team…   #fashionmarketing #motosports #formula1 #sportsmarketing

The record-breaking Adizero franchise has a shoe to fit every ambitious runners’ needs and adidas is adding an updated model to its fast family – the Adizero Takumi Sen 10. A testament to adidas’ continued effort to develop the most advanced products for its global running community, the Adizero Takumi Sen 10 is built specifically for 5-10k distances and benefits from a series of technological updates from its predecessor, the Adizero Takumi Sen 9. Tailored specifically for road racing, the updates to the midsole provide agility and cushioning – crucial for navigating the tight corners of fast road races. Building on previous models of the Takumi Sen family is the inclusion of refined ENERGYRODS 2.0 in the midsole, made from partly recycled glass fibre, which provide a seamless transition from heel to toe. Previous iterations of the Takumi Sen offered a combination of a carbon plate in the heel and individual, separated carbon-infused rods in the forefoot, mirroring https://lnkd.in/eWSvcQXc #News