HUGO accelerates into F1 with Visa Cash App RB Team partnership

HUGO boldly ventures into the realm of motorsport, announcing a new partnership with the Visa Cash App RB (VCARB) Formula One Team. The partnership officially takes effect during the upcoming F1 season. The collaboration marks HUGO as the Official Apparel Partner, bridging the gap between the adrenaline of F1 racing and the dynamic world of fashion.

Image: Yuki Tsunoda seen at the car launch at Visa Cash App RB, 2024. Credit: Will Cornelius

Challenging the status quo

Aimed at captivating the social generation of innovators, HUGO and VCARB are set to challenge the status quo, merging the spirit of both brands. This partnership heralds a season filled with high-speed action, fearless fashion statements, and a celebration of unique identities, as HUGO and VCARB redefine the essence of F1, both on and off the racetrack.

Daniel Grieder, CEO of HUGO BOSS, expresses his enthusiasm about the partnership, highlighting the potential to engage with Generation Z on a global scale. He anticipates this collaboration will deepen HUGO’s connection to sports, introducing new ways for consumers to experience the brand’s identity.

Image: VCARB 01 seen at the car launch inn Las Vegas, 2024. Credit: Digital Lighthouse

Peter Bayer, CEO of the Visa Cash App RB Formula One Team, praises HUGO saying he looks forward to the innovative fashion collections that will elevate the F1 aesthetic, emphasizing that style and success in the sport are intertwined.

F1 2024

With the 2024 F1 season kick-off, HUGO’s branding will be prominently featured on VCARB’s race suits, team wear, and cars. The partnership will extend beyond the racetrack, including limited-edition fashion lines that encapsulate HUGO’s refined tailoring alongside cutting-edge performance wear and fan apparel.

Image: Daniel Ricciardo seen at the car launch at Visa Cash App RB, 2024. Credit: Will Cornelius

The race wear, designed by HUGO, combines technical prowess with bold aesthetic choices, including water-repellent jackets, vibrant T-shirts, and flexible trousers. The official travel outfits for the VCARB Team showcase HUGO’s signature casual-cool style, marked by subtle branding and iconic design elements.

The partnership debuted with a bang at a Visa Cash App event in Las Vegas, where HUGO and VCARB unveiled new car livery and team wear. The event, attended by over 1,000 guests, featured performances by Kendrick Lamar and Baby Keem, with appearances by F1 stars Daniel Ricciardo and Yuki Tsunoda in HUGO attire.

HUGO aims to leverage the sport’s growing social media presence, offering the community unique experiences and expanding its reach to a broad audience of motorsport fans.