Pacsun, a youth-oriented retailer based in California, recently showcased its new Formula 1 apparel and accessories line in Miami, aligning with the 2024 Formula 1 Miami Grand Prix. The launch included a party at Pacsun’s Aventura store and a mobile pop-up truck at the Smorgasburg Miami market, attracting significant attention.
The event kicked off with a TikTok livestream hosted by influencer Madeleine White, where the latest F1 collection was unveiled. This digital engagement aimed to connect with the Gen Z audience and build excitement around the Formula 1 season opener in the U.S. The Aventura Mall event featured a DJ, photo opportunities, and the debut of new fashion items. Over the weekend, more than 8,000 people visited the Pacsun x Formula 1 branded pop-up truck to check out the new and iconic products, including top-selling T-shirts and tank tops.
A highlight of the weekend was celebrity jacket designer Jeff Hamilton’s presence, who signed jackets and held a raffle for a special leather racing jacket valued at $600. The activities emphasized Pacsun’s ongoing commitment to integrating sports into its brand, offering trendy and accessible fashion for sports enthusiasts.
Richard Cox, Pacsun’s VP of Men’s Merchandising and Global Partnerships, remarked on the success of the event and the public’s enthusiastic response to the new styles and the branded truck. The collection featured both men’s and women’s apparel, incorporating Miami-inspired designs with bright colors, palm prints, and cityscape motifs alongside Formula 1 branding. The range includes a variety of garments from T-shirts to ultra-wide pants, all adorned with race-related graphics.