Visa Cash App RB F1 Team partner with Hugo Boss

Visa Cash App RB F1 Team (VCARB), the side previously known as AlphaTauri, have announced a partnership agreement with German luxury fashion company Hugo Boss, which comes on board as the Official Apparel Partner of the Faenza-based team.

The deal, starting with the 2024 season, will have the Hugo Boss logo featured on the VCARB race suits, teamwear, and race car. The fashion brand is also set to design and develop “looks for the Visa Cash App RB Team, including formal apparel for the two drivers, Daniel Ricciardo and Yuki Tsunoda, along with a range of high-performance race and travel wear for the entire team.”

Speaking about the deal, Peter Bayer, CEO, Visa Cash App RB Formula One Team, commented:

“We are very excited to welcome HUGO to the Visa Cash App RB family as the Official Apparel Partner of the team. HUGO is a brand that is synonymous with style and one that is able to elevate even the most humble to the lofty heights of sartorial elegance. We are pumped about the first collection that is set to drop and look forward to a long and creative partnership that will move the bar on the Formula One aesthetic. This sport is all about speed and margins, but expression and style are also critical and go hand in hand with success. Together with HUGO, we look forward to disrupting the fashion form of F1 and redefining the boundaries of what that means both at and away from track.“

Daniel Grieder, CEO, Hugo Boss, said:

“We are excited to deepen our involvement in motorsports by entering F1 with HUGO. Partnering with the Visa Cash App RB Formula One Team will enable us to connect with Generation Z on a global scale and in a powerful way. We look forward to further driving the synergies between sports and fashion, to offer consumers new and unique opportunities to immerse themselves in the HUGO brand. HUGO’s entrance into the world of F1™ began with a bang at a spectacular event hosted by Visa Cash App in Las Vegas on the 8th Feb, where car livery and teamwear emblazoned with the HUGO branding were unveiled.“

Nadia Kokni, SVP of Global Marketing and Brand Communications, Hugo Boss, said:

“Riding the wave of excitement and engagement generated by fans, we plan to activate key races in the F1 calendar with spectacular brand moments. Our 360° approach will provide the HUGO community with access to unforgettable physical and virtual experiences, product drops, immersive pop-up experiences and talent partnerships. With F1 being one of the fastest growing sports on social media and grounded in fan culture, HUGO will amplify its presence via emotional storytelling across all brand channels, while broadening its community with the most diverse audience of motorsports enthusiasts worldwide.“