HUGO and Visa Cash App RB F1 Team announce a new partnership


HUGO and Visa Cash App RB Formula One Team are thrilled to announce a new partnership starting this season. This collaboration positions HUGO as the team’s Official Apparel Partner, an unparalleled opportunity for the brand to leverage the global appeal of F1 both on and off the race track.

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From the beginning of the 2024 F1 season, the HUGO logo will be featured on the race suits, team wear, and cars. The partnership will continue beyond the track by offering limited-edition capsules of bold styles featuring the sophisticated edge of HUGO’s tailoring, fashion-forward performance wear and stylish fanwear. HUGO will also 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 high-performance race and travel wear for the entire team.

The racewear designed by HUGO, featuring graphic branding in bold colours and the logo of the signature metallic bull, comprises water-repellent soft-shell jackets, vibrant T-shirts, and lightweight stretch trousers – all crafted from track-ready technical materials. An understated, casual, relaxed style characterizes the team’s official travel outfits. These laid-back essentials follow the iconic HUGO codes, including metal-stacked logos and signature red box branding.

“We are very excited to welcome HUGO to the Visa Cash App RB family as the Official Apparel Partner of the team,” commented Peter Bayer, CEO of Visa Cash App RB Formula One Team. “HUGO is a brand synonymous with style and able to elevate even the most humble to the lofty heights of sartorial elegance. We are pumped about the first collection 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 about speed and margins, but expression and style are 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 the track.”

“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,” says Daniel Grieder, CEO of HUGO BOSS. “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 team wear emblazoned with the HUGO branding were unveiled.”

The event brought together over 1,000 guests to witness this monumental moment, including high-energy performances from Kendrick Lamar and Baby Keem. Visa Cash App RB drivers Daniel Ricciardo and Yuki Tsunoda also made an appearance in head-to-toe HUGO looks alongside other inspiring VIPs including Tobi Brown, Reezy, Trevon Diggs, DeAndre Hopkins, Brian Branch, Myles Garrett, Darren Waller, Danny Amendola, Breece Hall, Kayvon Thibodeaux, Zoi Lerma, Baron Schoenvogel, Maurice Kamara, Leonie Wong, Sebastian Moy and Oliver Moy.

2024 Visa Cash App RB Car Launch in Las Vegas LAS VEGAS, NEVADA – FEBRUARY 08: Daniel Ricciardo of Australia and Visa Cash App RB and Yuki Tsunoda of Japan and Visa Cash App RB pose for a photo with the Visa Cash App RB VCARB 01 at the Visa Cash App RB Livery Launch Event Las Vegas on February 08, 2024 in Las Vegas, Nevada. (Photo by Jesse Grant/Getty Images for Visa Cash App RB) // Getty Images / Red Bull Content Pool // SI202402090079 // Usage for editorial use only //

“Riding the 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”, said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS. “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.”

This partnership promises to exhilarate and resonate with HUGO’s Gen Z audience and echo the thrill of Formula 1. It will level up the hype and combine the power of sport and fashion within the brand’s core platform: HUGOYourWay.

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