We can’t talk about modern motorsport without talking about the “Drive to Survive” effect. The Netflix Series didn’t just bring in more fans but it also changed the demographic of the fans. For the first time, we have a massive, young, and increasingly female audience that cares as much about the drama, the personalities, and the vibe as they do about the technical specs.
Yet, when you look at the merchandise available for these teams, it’s still stuck in 2010. You have to design for this new, diverse audience. It means moving toward minimalism and curated silhouettes. It means realizing that a fan might want to wear a team hoodie to a gallery opening or a weekend brunch, not just to the grandstands.
I’m looking at how more curated brands approach Activewear & Casual Clothes and apply that to modern merch. The goal is to create a visual identity (or add to an already exisitng one) that feels inclusive and fashionable. The design needs to reflect that through cleaner lines, better materials, and an aesthetic that includes the whole demographic of the sport.
Disclaimer: This text was refined with the support of AI. The reflections and observations are based on my personal experience of attending the event.
