What's Happening?
Anastasia Beverly Hills has entered into a multi-year partnership with the Red Bull Academy Program, marking its first standalone Formula 1 Academy partnership. This collaboration will see Anastasia Beverly Hills branding prominently featured on cars and driver kits in the Red Bull Racing Pepe Jeans and Visa Cash App Racing Bulls Academy Programs. The partnership aims to support the next generation of female drivers, with branding set to debut at the 2025 Dutch Grand Prix. Anastasia Soare, Founder and CEO of Anastasia Beverly Hills, expressed pride in the brand's move into motorsport, emphasizing the shared values of empowering women in the field.
Why It's Important?
This partnership represents a significant step in promoting diversity and inclusion within motorsport, particularly for female drivers. By aligning with a major beauty brand like Anastasia Beverly Hills, the Red Bull Academy Program is leveraging its platform to inspire and empower women in a traditionally male-dominated sport. The collaboration could lead to increased visibility and opportunities for female drivers, potentially influencing other brands and organizations to support similar initiatives. This move also highlights the growing intersection between beauty and sports industries, expanding market reach and consumer engagement.
What's Next?
The partnership will feature experiential trackside activations across F1 Academy race locations, providing unique branding opportunities and experiences for fans and participants. As the collaboration unfolds, it may attract further interest from other beauty brands looking to enter the motorsport arena. The success of this initiative could pave the way for more partnerships aimed at promoting gender equality in sports, potentially influencing policy changes and sponsorship strategies within the industry.
