Motorsports event Formula 1 has seen an evolving cultural and commercial influence on a global scale. In China, there are reportedly 221 million fans; a 39% year-on-year increase, underscoring its rapid appeal among younger consumers, and more female audiences too. Drivers are now style icons and so are their WAGs. As a result, brands are increasingly launching collaborations and dedicated capsules, leaning into F1’s global prestige, and cultural clout.