Since joining Formula 1 in 2019, 27-year-old Williams Racing driver Alex Albon has been no stranger to the pressures that come with competing in the high-risk, high-potential world of motorsport.
Glory, gold and gossip regularly run rampant in the Formula 1 paddock, but Albon has retained fan favorite status due to his good-natured humor and humble attitude. Case in point: Before a Zoom interview with WWD during the Brazilian Grand Prix, Albon charmingly apologized for being a minute late, sharing “a bit of cheeky M&Ms” with several members of his team.
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Now that Albon is more settled in his career and has more mental capacity to pursue personal passions other than just racing, Albon has launched his own brand. Alex Albon Athletics launched its first race earlier this year in September, coinciding with the Singapore Grand Prix, which the driver considers his home race. It is notable that Albon is the first Thai driver to race since 1954.
Even though the Thai British driver states in advance that he doesn’t take himself too seriously, Albon’s thoughtful knowledge of his brand, insightful vision and passion for learning the process behind his business shine through.
While a branded T-shirt or apparel would be the most logical choice for a recognizable athlete’s brand launch, Albon took a different route. His first product was unisex limited edition suede and canvas beige Classic Marina sneakers.
“I love shoes,” Albon told WWD. “I love streetwear and casualwear. Shoes are easy because it is a clear passion of mine and therefore was the starting point of the brand. The idea was to keep it small. Next year my plan is to expand and make a wider variety of products.”
The sneakers evoke the feeling of a cool, new-age fashion brand; think along the lines of Kith, Aimé Leon Dore or New Balance: “If people get it, they get it. If not, it’s just a cool design.”
Albon emphasizes that it was important for him to be hands-on with his product while leaning on the expertise of a friend who is not a Formula 1 driver and a fellow Monaco resident with a foothold in the fashion world .
“This year it was about seeing the feedback,” Albon said. “When you build a brand, you have to see if people are into it. I created that one product to get my foot in the door and see the logistics behind it. How it works with taxes, shipping or customer reviews, all to get the brand going.”
Alex Albon Athletics understands that shoes are more difficult to market and are typically priced at a higher point of sale. Alex Albon Athletics sells the sneakers for $161. Albon claimed that it is difficult to make a cheaper shoe.
Maintaining quality for the brand’s consumer base is an important ethos. Additionally, Albon has put significant thought into accessibility within the brand’s price ranges and appealing to a broader consumer audience with the brand.
“If the price is wrong or the quality is not what people expect, it reflects poorly on you, not only as a brand, but as an athlete and personally,” Albon said. “If you make things too expensive, you no longer have contact. A large part of the fan base, especially now in Formula 1, is younger and even more female-oriented.”
Albon entered the sport during the dawn of Netflix’s ‘Drive to Survive’ hype era and as part of the older Gen Z demographic itself, Albon has interacted with the sport’s newer fans and consumers that the docu-drama introduced in the world of racing.
Last November, Formula 1 CEO Stefano Domenicali reported that women now make up 40 percent of global fans, an increase of 8 percent since 2017.
Toni Cowan-Brown, a San Francisco-based Formula 1 commentator who examines the crossover with technology, politics and internet culture, notes that 85 percent of women hold the purchasing power but have long been overlooked in the racing market , noting that it is not surprising that women are becoming the main consumers for Formula 1 driver brands such as Daniel Riccardo’s Enchanté or Lewis Hamilton’s +44.
In general, athlete-driven brands can often feel like a cash grab or an easy opportunity to capitalize on a fleeting moment, but Cowan-Brown has seen a huge shift in the landscape of how athletes have changed their approach to longevity to create meaningful retail. .
Today, athletes are becoming more strategic and smarter about where they will be after their careers end, as many don’t last more than 10 to 20 years, Cowan-Brown argues. They are now creating their own brands to tell their own stories about who they are and what they stand for.
Formula 1 drivers in particular have been forced to become more creative with the way they have been able to market and create their brands; there are legal trademark issues surrounding the use of ‘Formula 1’, ‘F1’, ‘Grand Prix’, ‘Paddock Club’, the sport’s logos, team names and team logos for their branding and promotion.
In many ways, Albon’s brand walks the line between fashion and outright fan merchandise, while still furthering the story of who he is – more than just being a Formula 1 driver. The brand’s marketing is intertwined with Albon’s personal life by including his Instagram-famous pet account, run by Albon’s siblings and his longtime girlfriend and professional LPGA athlete Muni “Lily” He.
“If you want to sell something, put it next to a cute pet,” Cowan-Brown said. “Lily and Alex are a cool power couple that everyone loves. It’s a genius idea for Alex to bring parts of his life that only he can into his brand and turn it into an “When you know it, you know it” moment. The racing subculture and the close-knit community of women interested in Formula 1 – even the most casual fans – are an important part of that.”
Albon’s brand is as light-hearted and fun as he is, which is reflected in his campaign images and marketing strategies. Organically, he received messages of support through fellow drivers Fernando Alonso and Yuki Tsunoda, who showed interest in his shoes and were seen wearing the sneakers in Singapore.
Ahead of the penultimate race at this year’s first Las Vegas Grand Prix, Albon wore a pair of his Classic Marina boots in navy blue that he designed for himself for the “Netflix Cup” – a crossover event between the stars of Formula 1 and professional golfers from “Full Swing” together to compete against each other.
With the Formula 1 racing season coming to an end and the hurdle of the brand’s teaser drop successfully passed, Albon is already planning more releases for the coming year. He plans to maintain the mainline at an accessible and affordable price. But the special drops tailored to the specific country’s races throughout the year will be more luxurious and allow the driver to be more creative and express themselves better.
“For 2024 there is one range that is more casual and everyday clothing: an annual range,” says Albon. “It’s a little simpler with my logo and a few other little things, but the quality is good. During the year we have a storyline and a cool concept according to the racing calendar. During a few races throughout the year we will introduce some special pieces that are a bit more elevated. I hope to further integrate the marketing, my helmets and everything else around this idea.
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