Formula 1 is turning its Madrid return into a fashion moment, teaming up with Spanish sportswear label Pompeii on a nine-piece unisex capsule designed to tap into motorsport culture without losing the city's identity.
Image credit: WWD, “EXCLUSIVE: Formula 1 Taps Spanish Sportswear Brand Pompeii for Capsule Collection.”
The collaboration marks Pompeii's first step into motor racing. The Madrid-born brand, founded in 2014 as a footwear label, has built a following through sneakers and soccer-inspired apparel. The Formula 1 project gives it a larger stage and a new lane inside the sports-lifestyle conversation.
The capsule launches alongside a set of Madrid activations, including a takeover of Pompeii's flagship store and a Formula 1-liveried car display. It will also be sold through Pompeii, the F1 store at the Madring circuit, and Fanatics, giving the project both local visibility and broader reach.
Image credit: WWD, “EXCLUSIVE: Formula 1 Taps Spanish Sportswear Brand Pompeii for Capsule Collection.”
What stands out is how tightly the collaboration is tied to place. Formula 1 is a global brand, but the sport is increasingly leaning into the identity of each race weekend. Here, Madrid becomes the hook, and Pompeii becomes the translator, turning the city's culture into clothing that feels specific rather than generic.
That strategy matters because Formula 1's fashion play is broader than luxury positioning. The sport is working more often with brands that can make a race weekend feel social, local, and culturally current. Pompeii fits that role because it sits between streetwear, sport, and a refined retail identity.
Image credit: WWD, “EXCLUSIVE: Formula 1 Taps Spanish Sportswear Brand Pompeii for Capsule Collection.”
For Pompeii, the partnership is a visibility jump. For Formula 1, it is another sign that race weekends are becoming lifestyle moments as much as sporting ones. The city is not just the backdrop; it is part of the product.
Why it matters
- Formula 1 is using fashion collaborations to localize major race weekends.
- Pompeii gets access to a larger audience while keeping its Madrid identity intact.
- The partnership shows how sportswear and motorsport are blending into lifestyle storytelling.
From the source
“For us the partnership was very much about celebrating our return to Madrid, and we wanted to partner with a brand that was very much born in Madrid and understood the city style and culture.”
— Emily Prazer, Formula 1 chief commercial officer, quoted by WWD.
Sources and credits
- WWD, “EXCLUSIVE: Formula 1 Taps Spanish Sportswear Brand Pompeii for Capsule Collection.” https://wwd.com/fashion-news/sportswear/formula-1-collaboration-spanish-sportswear-brand-pompeii-1239200128/
- All three capsule images are credited to WWD and sourced from the WWD article above.
- The reporting and quote are attributed to WWD; the surrounding analysis is original Matrix copy.