Palm Angels enters Formula 1 with Haas F1 link-up

By

Sandra Halliday

Published
Nov 18, 2022

Italian streetwear brand Palm Angels is the latest label to link up with a Formula 1 team, partnering with US-based Haas F1 as sport continues to be seen as a key way to reach affluent consumers.

Haas is the only American team competing in the FIA Formula 1 World Championship, so that also makes the deal an important one for targeting the lucrative US market.

Under Creative Director Francesco Ragazzi, the Farfetch/New Guards Group-controlled brand will become the official ‘EntArtainment' Curator of Haas F1 Team, with visibility on the VF-23, driver overalls and garage and hospitality branding, as well as across owned channels. 

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Haas F1 will also work with it “to activate across key markets throughout the season” specifically on the Miami, Italian and Las Vegas grands prix. 

The partners said the deal “joins two brands with a strong visual identity and success-driven mentality, working together to be ‘Right on Track’.”

Guenther Steiner, Team Principal of Haas F1 Team, said the link-up “will bring a totally different dynamic into the Formula 1 paddock. As a brand, Palm Angels has enjoyed tremendous growth in a short space of time and it’s not been afraid to do things its own way – not unlike Haas F1 Team.”

And Ragazzi added: “We share that synergy and that disruptive nature coming into established industries. The Palm Angels line is based on quality and craftsmanship, a desire to produce the best, and that’s our focus too competing in Formula 1, it’s an obvious alignment between our two companies. More importantly, I know we’re going to have a lot of fun and engagement promoting this partnership – it’ll be a creative and collaborative relationship a bit different to what’s gone before.”