The checkered flag hasn’t dropped yet, but the marketing race is already in full swing. As the 2025 Miami Grand Prix kicks off with support from title partner Crypto.com, Formula 1 teams are rolling out campaigns, launching collaborations, and building buzz that stretches far beyond the paddock.
From fashion partnerships to creator-driven content, these are the teams making the biggest brand moves in Miami.
Table of Contents
1. Ferrari HP
Drivers: Charles Leclerc, Lewis Hamilton
Instagram: @scuderiaferrari (18.2M followers)
Ferrari is everywhere this week. Their special edition blue and white race suits are already going viral, and the content team is leaning into the moment. From playful videos with Leclerc and Hamilton to crisp behind-the-scenes footage, Ferrari is showing a lighter, more social-first side without losing its elite edge. The rebrand feels confident and calculated, just in time for Miami.
2. Mercedes-AMG PETRONAS
Drivers: George Russell, Andrea Kimi Antonelli
Instagram: @mercedesamgf1 (14.3M followers)
Mercedes just stole the show with their Adidas Summer Collaboration, inspired by Miami’s mangroves and modeled by Russell and Antonelli. The drop blends streetwear with storytelling, driving cultural relevance and giving fans gear that actually looks good off-track. This is how you build a lifestyle brand from the paddock out.
3. Oracle Red Bull Racing
Drivers: Max Verstappen, Liam Lawson
Instagram: @redbullracing (13.2M followers)
Red Bull is not holding back in Miami. From a full-scale sandcastle of their race car to a throwback-themed content series and a slick crossover post featuring Max Verstappen and Lisa of Blackpink, they’re making waves on every platform. Their 7-Eleven collab video adds to the fun, blending brand power with fan-favorite energy. Red Bull knows how to go big and keep it weird, and Miami is the perfect playground.
4. McLaren
Drivers: Lando Norris, Oscar Piastri
Instagram: @mclaren (14.9M followers)
McLaren is sticking to what works. Their Miami activation includes a playful collaboration with Android, candid video content with Lando Norris, and colorful streetwear-inspired merch that feels fun and approachable. While the team is playing it a little safer than others, their clean visuals and likable tone keep them firmly in the conversation.
5. Aston Martin Aramco
Drivers: Fernando Alonso, Lance Stroll
Instagram: @astonmartinf1 (4.9M followers)
Aston Martin is going all in on exclusivity and cool. Their House of Aston Martin takeover in Wynwood feels more like a fashion drop than a race activation — part art party, part members-only club. From the Secret Party with a surprise headline act to limited-edition merch collabs with Dom Dolla and even a Rolling Stones DROP, they’re turning Miami into their own private stage. The vibe is sleek and secretive, with just the right amount of hype.
Honorable Mentions
- Williams Racing: @williamsracing (4.3M followers)
- Drivers: Alex Albon and Carlos Sainz
- BWT Alpine F1 Team @alpinef1team (4.2M followers)
- Drivers: Jack Doohan and Pierre Gasly
- Visa Cash App RB (Racing Bulls) @visacashapprb (3.4M followers)
- Drivers: Yuki Tsunoda and Isack Hadjar
- MoneyGram Haas F1 Team @haasf1team (3.2M followers)
- Drivers: Esteban Ocon and Oliver Bearman
- Stake F1 Team Kick Sauber @stakef1team (2.8M followers)
- Drivers: Gabriel Bortoleto and Nico Hülkenberg
Final Lap
In 2025, winning the marketing race means more than just grid position. It’s about cultural fluency, brand collaborations, and building community beyond the asphalt. Ferrari may lead with legacy, Mercedes with style, and McLaren with fun, but all five teams here know the real podium is the one on your screen.
Want your brand to make this kind of impact? Our team specializes in high-visibility campaigns, influencer strategy, and PR that turns moments into momentum. Connect with our experts to build your own winning formula.
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