Formula 1: Breaking Stereotypes
Formula 1 is a sport built on speed, innovation, and precision, but beyond the roar of the engines and the intensity of competition, F1 is experiencing a quieter, yet equally important transformation. The sport is starting to break away from its traditional, hyper-masculine image, and a big part of that shift is happening off the track.
In recent years, we’ve seen a surge of partnerships between F1 teams, drivers, and lifestyle brands focused on self-care, fashion, and wellness. Aston Martin’s collaboration with Elemis, a high-end skincare brand, is one of the most recent examples, and it’s far from an isolated case. Charles Leclerc has been an ambassador for APM Monaco, a luxury jewelry brand; Lewis Hamilton partners with Lululemon, a brand that was once primarily associated with women’s athletic wear; and Carlos Sainz represents L'Oréal Paris, stepping into the world of grooming and self-care with ease.
These collaborations are more than just marketing deals, they reflect a changing culture within the sport. F1 drivers have always been seen as the epitome of strength, discipline, and control. But now, they’re showing that taking care of their appearance and well-being is just as important as their physical and mental performance. This evolution challenges outdated ideas of masculinity, proving that self-care and style don’t detract from their athleticism, if anything, they enhance it.
For years, motorsport has been perceived as a male-dominated space, not just in the garages and on the grid, but also in its fanbase. But these new partnerships are helping to change that by creating opportunities for more diverse audiences to feel represented and included. When drivers align themselves with skincare brands, fashion houses, and wellness companies, they’re inviting fans who share those interests into the conversation. Women, who’ve often felt sidelined in the world of motorsport, are seeing their interests and values reflected more and more in the sport they love.
This visibility is crucial. Representation goes beyond having female drivers or engineers, it’s about creating an environment where fans of all genders feel seen and heard. When a driver like Charles Leclerc partners with a jewelry brand or when Lewis Hamilton promotes a wellness-focused clothing line, they’re sending a message that F1 isn’t just about toughness and competition, it’s also about individuality, self-expression, and well-being.
At the same time, these collaborations help break the stigma around male self-care. By openly endorsing skincare and grooming products, drivers like Carlos Sainz and teams like Aston Martin are normalizing conversations about self-maintenance in a space where it hasn’t always been welcomed. In doing so, they’re setting an example for younger fans and future drivers, showing that taking pride in your appearance and prioritizing self-care isn’t a weakness, it’s a strength.
Of course, this shift doesn’t mean F1 is losing its edge. If anything, it’s adding new dimensions to the sport’s identity. Drivers’ ability to balance intense physical preparation with personal well-being only enhances their performance. After all, confidence and self-assurance play a huge role in high-stakes competition, and when you feel good in your own skin, it shows.
As Formula 1 continues to evolve, this new wave of partnerships signals a broader cultural change, one where strength and self-care go hand in hand, and where inclusivity becomes a priority. The sport is no longer just about the fastest cars and the bravest drivers; it’s becoming a platform where individuality, style, and well-being are celebrated. And in a world as demanding as F1, perhaps this balance is exactly what’s needed to push the sport, and its athletes, to even greater heights.
