The Miami Grand Prix has quickly become fashion’s newest obsession in just three years, with big-name brands such as Tag Heuer, Brunello Cucinelli, Tommy Hilfiger and Liquid I.V. attending the race.
The 2024 Miami Grand Prix has solidified itself as a major race on the calendar with major brands in attendance.Grand Prix has finally raced to win at the checkered flag. Since its inception, the first U.S. race on the calendar has continued to find ways to build upon its initial hype. And alongside these improvements for Formula 1 fans and drivers/teams, brands in fashion, beauty and lifestyle space have only gotten more invested in attending and activating at the Grand Prix.
“We’re proud of our growth and have seen it reflected through an increasing number of brands choosing the Miami Grand Prix as an event where they want to activate or launch new products,” Garfinkel told WWD. “was launched from their Miami stores on race weekend. Miami has cemented itself as a curator of culture and it’s special to see that reflected across the Miami International Autodrome, as well as the city, during the Miami Grand Prix.”the Unilver-owned electrolyte drink mix.
While the Grand Prix was a major focal point with its Liquid I.V. Race House and general admission section, the brand looked to other areas to garner brand awareness. Liquid I.V. did a full city takeover with billboards, gave out samples inside and outside of the Paddock Club and general admissions areas, partnered with Hope Hydration to create hydration stations to allow consumers to refill their water and did their first in-field marketing with Liquid I.V.
Chase Sapphire also gave its card members memorable experiences, such as a garage tour — which is typically reserved for high-paying Paddock Club guests and VIPs — and had a Chase Sapphire lounge for all cardholders at the race.
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