Italian streetwear brand Palm Angels has announced its entry into the world of Formula 1 through a partnership with the US-based Haas F1 team. This collaboration reflects a growing trend of fashion brands leveraging sports partnerships to connect with affluent consumers. As the only American team in the FIA Formula 1 World Championship, Haas F1 presents Palm Angels with a valuable opportunity to target the lucrative US market.

Under the guidance of Creative Director Francesco Ragazzi, Palm Angels, which is part of the Farfetch/New Guards Group, will become the official ‘EntArtainment’ Curator of the Haas F1 Team. This role will provide Palm Angels with visibility on various platforms, including the VF-23 race car, driver overalls, garage and hospitality branding, as well as across the team’s owned channels.

In addition to branding opportunities, Haas F1 will collaborate with Palm Angels to activate marketing campaigns in key markets throughout the season. Specific events such as the Miami, Italian, and Las Vegas grands prix have already been identified as targets for this partnership.

The partnership between Palm Angels and Haas F1 is described as a fusion of two brands with strong visual identities and a shared mentality of striving for success. Together, they aim to be ‘Right on Track’. Guenther Steiner, the Team Principal of Haas F1 Team, believes that this collaboration will bring a fresh and dynamic energy to the Formula 1 paddock. He emphasizes that Palm Angels, like Haas F1, has experienced rapid growth and is unafraid to challenge industry norms.

Francesco Ragazzi, the Creative Director of Palm Angels, highlights the shared synergy and disruptive nature of both brands. Palm Angels prides itself on quality, craftsmanship, and a commitment to excellence, which aligns with Haas F1’s focus on competition in Formula 1. Ragazzi believes that this partnership will not only be creative and collaborative but also embody a spirit of fun and engagement.

Palm Angels is now joining a growing roster of fashion brands venturing into the world of Formula 1. This partnership exemplifies the enduring appeal of sports as a platform for fashion brands to connect with their target audience and create unique experiences. With the visibility and market reach provided by Haas F1, Palm Angels has positioned itself to make a significant impact in the world of motorsports and beyond.

Useful links:
– Palm Angels website:
– Haas F1 Team website: