Dive Brief:
- Pacsun and Formula 1 partnered again to launch a collection targeted specifically for sports fans during the Formula 1 Miami Grand Prix 2024 Friday to Sunday, according to a company press release.
- The collection includes accessible men’s and women’s styles with various racing motifs. Items range from $24 to $600 and are available in stores and online.
- Pacsun hosted a TikTok livestream event for an exclusive preview of its newest F1 collection ahead of its Thursday launch party and its mobile pop-up truck event over the weekend.
Dive Insight:
Pacsun is continuing to lean into its sports strategy as a way to build strong connections with its base through the intersection of sports and fashion, and by creating experiences, the company said in the press release.
Last July, Pacsun launched its first store dedicated to activewear. Earlier this month the retailer announced its UFC 300 collab and in February it also partnered with the Angel City Football Club.
"The community loved the new styles and were intrigued by the branded truck and flocked to check it out,” Richard Cox, vice president of men's merchandising and global partnerships at Pacsun, said in a statement of the more than 8,000 in attendance at the Miami activation. “We showed up in a creative way and were able to connect and emphasize our dedication to sports."
This isn’t Pacsun’s first time off to the races. Pacsun similarly attended last year’s Grand Prix in Las Vegas with a collection, pop-up, performances and celebrity designer Jeff Hamilton’s jackets. Also this year, the designer gave away three Jeff Hamilton Formula 1 x PacSun Full Leather Racing Jackets and offered jacket signings.
Earlier this year the Gen Z retailer announced its creative group, The Pacsun Collective, consisting of various content creators, designers, photographers and other artists. The collective helps design merchandise, including Pacsun’s Spring/Summer 2024 campaign, and is a part of marketing campaigns.
The company also previously hosted weekly TikTok live streams to sell items. During the live events hosts also provided behind the scenes access to brand events, utilizing social media to reach its target audience.
