The McLaren x Reiss Collaboration: A Winning Formula for Fashion and Motorsport
A brand partnership can be more than just a sponsorship—it can be a seamless blend of performance, fashion, and culture.
A Collaboration That Delivered Results
The partnership between the McLaren Formula 1 Team and British fashion brand Reiss has proven to be a masterstroke in blending high-performance motorsport with premium fashion. Announced in 2023, this collaboration positioned Reiss as McLaren’s Official Travel Wear Partner, providing the team with stylish yet functional apparel for their extensive global schedule. Because, let’s face it, travelling at 300 km/h on track doesn’t mean you should look like you just rolled out of bed at the airport.
But beyond the pit lane, this collaboration has resonated with consumers. Reiss has gained exposure to an entirely new audience—F1 enthusiasts who may not have previously engaged with the brand. Meanwhile, McLaren has successfully expanded the appeal of its merchandise, elevating it from traditional sportswear to high-end fashion. The result? Increased visibility and engagement for both brands, with a broader demographic now aligning themselves with McLaren, not just as motorsport fans, but as style-conscious consumers who appreciate looking sharp, even while yelling at their TV during a race.
On a personal level, I experienced this impact firsthand. As someone who appreciates the sport, the drivers, and the sheer teamwork involved in F1, I was looking for team clothing that didn’t scream ‘trackside souvenir’. I wanted something fashionable—something I would actually wear outside of race weekends. When I came across the McLaren x Reiss collaboration on Instagram, I was immediately drawn to its premium aesthetic. I followed the link to Reiss’s store, and before I knew it, I was checking out with a top that would soon become my go-to outfit for race day at the Melbourne Grand Prix. Now, Reiss is a staple in my wardrobe, proving just how effective this partnership has been in converting new customers—one stylish F1 enthusiast at a time.
Why This Was a Brilliant Strategic Move
F1 is no longer just for rev heads—it’s a global entertainment powerhouse. The McLaren x Reiss collaboration recognises this shift and capitalises on it in three key ways:
- Aligning with a Style-Conscious Fan Base: Modern F1 fans don’t just want to support their team; they want to do it in style. This partnership acknowledges the demand for elevated fan apparel, moving away from loud, logo-heavy designs towards understated, wearable pieces that seamlessly fit into everyday fashion. Because, honestly, not everyone wants to walk around looking like a walking billboard.
- Blending Sports and Lifestyle: F1 is as much about luxury and innovation as it is about racing. Reiss, known for its premium, contemporary fashion, is the perfect match for McLaren’s high-performance ethos. This collaboration positions McLaren beyond the track, embedding it into a broader cultural and fashion landscape. Suddenly, appreciating F1 isn’t just about knowing tyre strategies—it’s about having great taste.
- Maximising Brand Visibility: Reiss gains significant exposure to a passionate, high-spending fan base, while McLaren extends its brand reach beyond traditional motorsport audiences. By merging fashion and racing, both brands tap into new market segments that might not have engaged with them otherwise. And let’s be real—who doesn’t love a bit of crossover magic when two worlds collide beautifully?
How the Partnership Came to Life
The collaboration was built on a shared commitment to craftsmanship, precision, and innovation—values that define both Reiss and McLaren. While traditional sports collaborations often involve basic logo swaps on generic apparel, this partnership went further. Reiss designed a collection tailored for McLaren’s team and fans, blending their signature style with subtle motorsport influences. The result? A collection that’s both performance-ready and fashion-forward, ideal for those who appreciate F1 but also enjoy looking effortlessly cool while doing so.
McLaren’s decision to partner with Reiss also signals a shift in how F1 teams view their merchandise. Rather than simply offering team-branded apparel, McLaren recognised an opportunity to create something aspirational—an offering that feels premium and desirable even to those who aren’t die-hard F1 fans. Or in other words, something you can wear to a nice dinner without someone immediately asking if you’re part of the pit crew.
Drive to Survive: The Catalyst for a More Diverse F1 Audience
This collaboration is a direct reflection of how F1’s audience has evolved in recent years. Traditionally, the sport has been dominated by male enthusiasts, often drawn to the technical and mechanical aspects of racing. However, Netflix’s Drive to Survive has transformed the sport’s global appeal through compelling storytelling and behind-the-scenes drama. The result? A dramatic shift in F1’s demographics.
- In 2019, women made up just 20% of F1’s global fan base. By 2022, that number had risen to 40%.
- Women now account for nearly a third of Grand Prix attendees, with a growing interest in the lifestyle and fashion aspects of the sport.
With a rising number of female fans, collaborations like McLaren x Reiss make perfect sense. The demand for stylish, high-quality F1 apparel is increasing, and Reiss provides an avenue for fans—particularly women—to support their favourite team without compromising their personal style. This isn’t just sportswear; it’s an integration of F1 into everyday fashion. And let’s be honest, it’s about time we had more options beyond oversized polos and bucket hats.
The Future of F1 Brand Collaborations
The success of the McLaren x Reiss collaboration sets a new precedent for F1 merchandising. It proves that motorsport apparel doesn’t have to be one-dimensional—it can be aspirational, premium, and culturally relevant. This shift opens the door for more high-end collaborations within the sport, whether with luxury fashion brands, lifestyle retailers, or even tech and travel companies.
As F1 continues to evolve into a broader lifestyle brand, we can expect to see more teams embracing this approach. McLaren has led the way, proving that when done right, a brand partnership can be more than just a sponsorship—it can be a seamless blend of performance, fashion, and culture.
For those who appreciate sport, teamwork, and the sheer exhilaration of F1, this collaboration provides a way to align with the sport in a stylish and contemporary way. And for brands, it’s a clear sign that F1 is more than just racing—it’s an opportunity to connect with an engaged, global audience looking for the next big statement piece. And who wouldn’t want to be part of that?
