Formula 1 taps LA streetwear brand NAHMIAS for a lifestyle capsule collection launching ahead of the Miami Grand Prix 2026. The partnership merges racing heritage with contemporary streetwear through moto jackets, technical track sets, hoodies, and graphic tees that borrow visual language from classic racing uniforms.
Sir Jackie Stewart anchors the campaign, lending gravitas and racing credibility to a collection that positions F1 squarely within luxury streetwear territory. The move reflects the sport's broader pivot toward lifestyle dominance, leveraging its cultural cachet beyond the track.
The capsule drops May 1 exclusively online and through a weekend pop-up in Miami's Design District, capitalizing on the Grand Prix's cultural moment. This follows F1's established playbook of licensing deals that treat the brand as a cultural asset rather than a motorsport property alone.
NAHMIAS brings the right credentials for this partnership. The LA house trades in premium basics and technical outerwear with racing-adjacent aesthetics, making the collaboration feel organic rather than opportunistic. For F1, the play extends the lifestyle expansion that started years ago but now targets the specific demographic that buys $500 hoodies.
The timing matters. Anchoring the drop to Miami and a major racing event gives the collection immediate cultural context while securing retail distribution through F1's existing fan base.