F1 X LULULEMON BRAND COLLAB
“Uncovering an Untouched Market”
A collaboration with the athleisure wear company Lululemon. Introducing a product line of Formula One inspired athletic merchandise.
- Majority of female fans do not feel represented in Formula 1
- F1’s sport culture creates a space for online hate speech with fans, players and officials subject to racist, sexist and homophobic abuse via social media platforms.
- Research has shown that “the majority of female fans would be willing to spend over 400 euros on Formula 1 should they improve their female fan engagement”(Molenaar, 2023).
Our Goal
Engage more women and create a safe space for underrepresented groups