I remember watching TV with my father growing up. I’d sit there begrudgingly as he put on channels I had zero interest in – tennis, history channels, and, of course, Formula 1 races. Back then, I wholeheartedly believed it was a sport for men, specifically middle-aged men like my dad, so I never attempted to develop any interest in it. Despite growing up watching the races – or, to be more technical, sitting in the same room while my father watched – my knowledge of the sport only goes so far as recalling the biggest names like Michael Schumacher. So you can imagine my surprise when I see the demographics of Formula 1 fans today. Watching this evolution, from an exclusive sport with a very specific appeal to an inclusive global spectacle, has been an interesting phenomenon to observe, to say the least.
When content related to Formula 1 first started gaining traction on social media, one question popped into my head: “How and when did this happen?” Clearly, I’d been out of the loop, so I had to put my detective hat on, dive in, and study how this evolution came to be. In this article, we will examine how Formula 1 developed a brilliant ‘formula’ to expand its viewership. We will look at the cultural shift pioneered by influencers and racers’ social media presence, and how this helped transform Formula 1 into a brand that transcends the traditional realm of motorsports.
Whether we’re watching Alyssa Liu gracefully skate around the rink in a sparkly ensemble or gasping in awe as Naomi Osaka walks into the court with a jellyfish-inspired look, fashion is increasingly becoming a key element in the spectacle of sports. In recent years, these athletes’ cultural relevance has been an essential driver of fashion trends in and beyond athleticwear. From the Olympic stars to professional athletes, these influential sports figures are dominating popular culture today. Many lifestyle and fashion brands are waking up to the relevance of athletes as cultural tastemakers.
If you’re wondering how powerful sports influencers can be, look no further than Formula 1’s figures. Last year, Formula 1 celebrated its 75th anniversary with record-breaking growth in its global fanbase – a 63% increase since 2018 and a 12% increase over the previous year’s record. This growth also came with a shift in demographics, with 51 million new fans under 35, accounting for 57% of the total number of new fans. As for the gender of their fanbase, F1 gained 43 million new female fans in 2025, catapulting the percentage of total female fans to a staggering 42%, a remarkable increase compared to 2018’s record of 37%. This historic shift is also reflected in their social media growth, rising from 18.7 million in 2018 to a record high of 114.5 million in 2025, thanks to a whopping 91% year-on-year increase on TikTok. What used to be an exclusive event, something we’d only expect our dads and husbands to follow, has now cultivated a strong and diverse culture on social media.
When Liberty Media acquired Formula 1 in 2017, they developed a unique tactic to bring the sport to a wider audience – showing who their drivers are beyond their on-track performance. The release of Drive to Survive on Netflix in 2019 opened a line of connection between the drivers and the audience. Using captivating storytelling, viewers were introduced to the never-before-seen world of racecar drivers.
These insights into the drivers’ personalities, quirks, and storylines have enabled the audience to connect with them on an emotional level. Fandom, which was historically developed based on performance or loyalty to certain teams, now largely hinges on affinity to the individual driver’s appeal. Now, eight seasons in, the way viewers engage with the sport has undergone a massive transformation. This Netflix effect was what paved the way for F1’s evolution into the diverse and expansive industry we see today.
Speaking of Formula 1 drivers, whether you’re a dedicated F1 enthusiast, a casual viewer, or someone who doesn’t engage with the sport at all, there’s a high chance you’ve been acquainted with the familiar face of Lando Norris. In between dominating multiple circuits around the world and securing the World Champion title in 2025, this 26-year-old McLaren driver has also made a name for himself in the streaming world. From garnering 1.8 million Twitch subscribers to appearing on famous internet programs like Chicken Shop Date, Norris has cultivated a public prominence that transcends the typical motorsports audience. It is through this exposure that many new fans, particularly younger audiences, were introduced to the world of Formula 1.
To really dissect Norris’ cultural relevance, we have to talk about his streaming career. The more casual format of streaming was what enabled Norris’ personality to really shine through. Coming out of the confines of the racetrack, Norris has been able to show the more relaxed and accessible side of him through his Twitch streams. Speaking on this new format of communication, “I enjoy being able to speak directly to my fans and having two-way conversations with them”, Norris commented during an interview with Squaremile.
This authentic side of him is what fans love and can truly connect with, the side that attracts even the most unlikely demographics to the motorsports world. Naturally, his streaming success has provided his team with a marketing goldmine. As a McLaren driver, his streaming content has exposed the brand’s name to a wider audience, boosting support for the brand and team as a whole.
Similarly, we have Lewis Hamilton, whose sartorial expression pioneered a fashion revolution in the racing industry.
This style icon and seven-time World Champion is largely credited for revolutionizing paddock fashion into the global spectacle we know and love today. Back in 2007, when Hamilton first joined Formula 1, the sport didn’t have much to offer in terms of off-track fashion. Drivers typically showed up on the paddock wearing understated outfits or items from their team kits. Hamilton changed the game when he swapped out this traditional look for a bolder, more expressive style. Thanks to this move, the paddock has been transformed into a high-stakes runway where drivers and high-profile attendees show off their styles.
Additionally, Hamilton’s style impact goes beyond the confines of the paddock. He’s made waves in the fashion industry as a host and regular attendee of the industry’s most prestigious event – the Met Gala.
From regular collaborations with luxury brands like Dior and Tommy Hilfiger to launching his own lifestyle brand, Plus44, Hamilton has been a notable contributor to the fashion and lifestyle industry. This influence has acted as an instrumental force driving the convergence of the two industries – fashion and sports.
Last year, LVMH, the luxury conglomerate behind brands like Louis Vuitton and Tag Heuer, kicked off its landmark 10-year partnership with Formula 1. Starting from the 2025 season, F1’s trophy trunks have been carefully crafted by Louis Vuitton, the epitome of luxury craftsmanship.
Be it the trackside branding or the luxurious trophy trunks covered in LV’s iconic monogram, this partnership signals fashion’s commitment to taking up residence in the world of Formula 1 racing.
It isn’t just sports influencers like Hamilton and Norris who’re redefining the culture around Formula 1 style; many A-list celebrities and social media influencers are also using the trackside to showcase their style. You’ve likely seen high-profile stars strut the paddock with chic and glamorous outfits through Instagram pages like @f1paddockclub. From movie stars like Anya Taylor-Joy to global superstars like Blackpink’s Lisa, the star-studded Formula 1 trackside has transformed into a visual treat for fashion enthusiasts and racing fans alike. These sights provide overwhelming evidence of fashion’s integration into Formula 1.
Likewise, influencers and users across platforms have joined in on this phenomenon. Whether they’re dazzling the trackside with bold looks or creating mood boards and sharing show-stealing outfit ideas for the paddock, Formula 1 has become an aspirational stage for stylistic expression.
These contents help drive the conversation, catalyzing this cultural evolution.
As a result, viewers today are no longer observing these events solely for the races; the looks these stars and influencers bring to the paddock are all part of the show. Like any big fashion event, the outfits showcased during this event largely influence upcoming lifestyle trends. Much like red-carpet events, every Grand Prix is followed by fashion commentators on social platforms dissecting and analyzing the paddock looks. From selecting the best looks to identifying and forecasting trends, these conversations define trackside style’s impact on fashion at large.
Additionally, we see a rise in other content trends surrounding paddock fashion, such as the ‘What I’d wear to the Grand Prix’ or ‘F1-inspired outfit’ trends. These contents reflect Formula 1 event’s repositioning as a fashion runway rather than a sporting event. Sashaying down the trackside in chic outfits has become something to aspire to, even among users who weren’t particularly interested in sports before.
Ultimately, this cultural crossover is synergetic – not only did it bring fashion to the paddocks, but it also introduced Formula 1's influence into our everyday fashion. This cultural shift is very apparent when we look at the runway. From Dior to Chanel, some of fashion’s biggest names have been showcasing collections inspired by motorsport. There’s also Ferrari, which has been making its mark in the fashion industry since launching its in-house collection in 2021.
This cultural revolution has also opened the doors for multiple partnerships between F1 and major lifestyle brands. From paddock outfits to athletic and everyday wear, Formula 1’s influence on the fashion industry at large cannot go unnoticed. This transition has truly been a masterclass in sports marketing.
The convergence of these two industries has opened several new avenues for sports and fashion marketing. Owing to the effective diversification and crossover of audiences, marketers now have the opportunity to target a wider audience through this intersection. Instead of sticking to a limited niche, you can find your audience through a much broader scope.
For example, influencer discovery and audience analysis tools like Influencity can show you which fashion brands Formula 1’s audiences are increasingly following. This allows you to stay up to date with this paradigm shift and adjust your marketing strategies accordingly. The “brand affinity” filter is an especially useful tool for this purpose, as it lets you comprehensively analyze brand-audience relationships. By cross-analyzing the fashion brands influencers and users with a strong affinity to F1 are following, you’d have a clearer insight into this new cultural phenomenon, enabling you to map out the best approaches.
Formula 1 has taken the fashion industry by storm. Likewise, fashion has found a spotlight on the trackside, bringing in a tide of new fans into the racing world. This unprecedented crossover is a result of masterful marketing and the diversification of viewership through different racers’ side ventures. As brands strategize to ride the wave of this cultural revolution, it’s always important to have the right tools at your disposal. Understanding what this shift means for the two concerned industries, adjusting your marketing strategies to get the best out of this convergence, and having easily accessible tools to streamline the process are all essential steps for brands looking to leverage this momentum.
Sports influencers are social media personalities, often athletes or fitness creators, who have gained public recognition in their respective field or sport.
The cultural relevance sports influencers have achieved puts them in a position to significantly shape fashion and lifestyle trends.
F1 expanded its reach by humanizing its racers through a Netflix show, as well as leveraging different drivers’ side projects.
Influencity’s ‘brand affinity’ filter lets you discover influencers and audiences based on which brands they have a strong relationship with.
Instead of measuring the audience/influencer-brand relationship solely on past collaborations, brand affinity takes into account other factors like loyalty, repeated brand mentions, positive experiences, etc.