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
Why
The real heart of Formula one is within Europe, so we would be positioning it into into an American market.
Lululemon is a company with a strong brand presence in America, specifically appealing to American women, a demographic that F1 is striving to market to. Lululemon has that collared zip-up that mirrors the classic racer jacket.
F1 & Lululemon are both premium brands. Consumers are paying not just for the product, but for performance, exclusivity, and brand status.
Products:
- Collab t-shirts
- Co-branded joggers
- Technical hoodies
- F1-inspired leggings
- Lightweight jackets
- Race-Edition Accessories
Endgoals
Lifestyle alignment: The collab successfully fused “F1’s elite speed and innovation” with “Lululemon’s wellness-driven identity.”
Social Media Analysis: Monitored online conversations and social media interactions -we changed an attitude from a negative viewpoint to a positive one. Customers not only loved the product, but loved the messaging behind it!
Limited-Edition Product Sell-Through Rate: 92% of inventory sold within the first 10 days of launch**All images are AI-generated
Group members: Lauren Cangie, Ryan Favorate