Lando Norris: Brand Endorsements | Business Ventures

This article contains information about the brand endorsements and business ventures of British racing driver Lando Norris. 

Brand Endorsements

Pioneered Athlete Performance

Pioneered Athlete Performance (PAP) is a strength and conditioning company that provides Norris with equipment and fitness programmes to help with preparation for the F1 season. 

wearegrip

wearegrip is a social and digital content agency that partners with racing drivers with the aim of transforming the ways in which they reach out to and engage with their audience.

Norris has worked with wearegrip on several digital campaigns, which have been delivered through the social media accounts of both parties. 

Pure Electric

Pure Electric is a British retailer of electric two-wheelers and their accessories. It acts as a website sponsor of Norris, who has featured in several marketing campaigns for the company.

Notably, Pure Electric is owned by Adam Norris — Lando’s father. 

ADD Management

ADD Management is a sports management agency for motorsport athletes. It has been working with Norris since the start of his F1 career in 2018. 

Bell Helmets

When Norris graduated from F2 to F1 in 2018, Bell Helmets signed him up as part of its sponsorship agreement with his F1 team, McLaren. Norris is now one of the few F1 athletes who serve as Bell Helmets brand ambassadors.

Ralph Lauren Fragrances                                                                      

In October 2024, Ralph Lauren Fragrances signed a deal with Norris, bringing him on board as a brand ambassador. 

As part of the deal, Norris is the face of the re-launched Polo Red perfume by Ralph Lauren and has appeared in several marketing campaigns for the same.

TUMI

Luxury travel and lifestyle brand TUMI has been working with Norris since 2022, with the Brit acting as its global brand ambassador. TUMI is also the official luggage partner of his team, McLaren, and has featured him in several brand campaigns for its product ranges, including the Turin Collection. 

PlayStation (PS)

In March 2024, Sony’s video game console brand Playstation announced F1 racer Norris as one of its “PlayStation Playmakers”. 

As part of the deal, Norris has appeared in several PS campaigns. 

Business Ventures

Quadrant

Quadrant is a gaming and lifestyle brand owned by Lando Norris, with the aim of building one of the biggest communities through gaming, content, and esports. This venture allows Norris to combine his love of gaming, lifestyle, content, and apparel.

Having been in existence since 2020, Quadrant grown massively and has signed pro players across the Warzone and Halo titles, having also released several apparel collections.

LN4

LN4 is Lando Norris’ own online store LN4 that sells apparel and accessories — such as hoodies, track pants, T-shirts, mini helmets, bottles, mugs, caps, hats, and kidswear. 

TMRW Sports

Lando Norris, along with several other well-known athletes, has invested in TMRW Sports, a sports, media and entertainment technology organisation backed by sports-focused venture capital firm APEX Capital’s Elite Performance Fund. 

The EPF combines the insights of athletes with investment strategies. Several high-profile athletes like Steph Curry, Lewis Hamilton, and Serena Williams have backed the fund.