{"id":42003,"date":"2025-06-06T09:56:08","date_gmt":"2025-06-06T09:56:08","guid":{"rendered":"https:\/\/thedotsociety.be\/?p=42003"},"modified":"2025-06-06T12:09:49","modified_gmt":"2025-06-06T12:09:49","slug":"why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/","title":{"rendered":"Why luxury brands are racing into formula 1 and what you can learn from it"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-42003'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-71f9c87a33184b82f31a6cda9cb53486 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Let\u2019s talk about how Formula 1 went from &#8220;just&#8221; a motorsport event to the <\/span><i><span style=\"font-weight: 400;\">ultimate<\/span><\/i><span style=\"font-weight: 400;\"> high-gloss runway for luxury brands and why brands like TAG Heuer, LVMH, and fashion houses such as Tommy Hilfiger, Armani &amp; Hugo Boss, are going full throttle to be part of it. Spoiler alert: it\u2019s not just about speed. It\u2019s about <\/span><i><span style=\"font-weight: 400;\">visibility, aspiration, and unforgettable experiences.<\/span><\/i><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DF_1iJ-JPnH\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<div style=\"padding: 16px;\">\n<div style=\"display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 40px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">Dit bericht op Instagram bekijken<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/DF_1iJ-JPnH\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">Een bericht dat is gedeeld door @tagheuer_page<\/a><\/p>\n<h3><b>Formula 1: The New Luxury Playground<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In case you missed it, TAG Heuer recently put the pedal to the metal by becoming <\/span><b>title sponsor of the Monaco Grand Prix<\/b><span style=\"font-weight: 400;\"> officially rebranded as the <\/span><b>TAG Heuer Grand Prix de Monaco.<\/b><span style=\"font-weight: 400;\"> This isn\u2019t just a logo-on-a-billboard kind of sponsorship. We\u2019re talking about a full-blown luxury immersion: VIP parties with Naomi Campbell, live sets by Lola Young, and limited-edition product drops that scream &#8220;collector\u2019s item.&#8221;<\/span><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<h3><b>Formula 1: The New Luxury Playground<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In case you missed it, TAG Heuer recently put the pedal to the metal by becoming <\/span><b>title sponsor of the Monaco Grand Prix<\/b><span style=\"font-weight: 400;\"> officially rebranded as the <\/span><b>TAG Heuer Grand Prix de Monaco.<\/b><span style=\"font-weight: 400;\"> This isn\u2019t just a logo-on-a-billboard kind of sponsorship. We\u2019re talking about a full-blown luxury immersion: VIP parties with Naomi Campbell, live sets by Lola Young, and limited-edition product drops that scream &#8220;collector\u2019s item.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But this isn\u2019t an isolated move. It\u2019s part of a <\/span><i><span style=\"font-weight: 400;\">massive<\/span><\/i><span style=\"font-weight: 400;\"> \u20ac100 million-a-year, 10-year commitment by LVMH, the luxury juggernaut behind TAG Heuer, Louis Vuitton, Dior, Mo\u00ebt, and more, to inject their brands into the heart of Formula 1. They\u2019ve spotted what many of us in marketing already know: <\/span><b>F1 is the perfect storm of global reach, high-income eyeballs, and cultural capital.<\/b><\/p>\n<h3><b>F1 Sponsorship: A Masterclass in 360\u00b0 Marketing<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s zoom out. What makes Formula 1 so magnetic to brands? It\u2019s not just the races (although, yes, they\u2019re adrenaline-packed). It\u2019s everything around them;\u00a0 the <\/span><i><span style=\"font-weight: 400;\">glamour<\/span><\/i><span style=\"font-weight: 400;\">, the <\/span><i><span style=\"font-weight: 400;\">content opportunities<\/span><\/i><span style=\"font-weight: 400;\">, the <\/span><i><span style=\"font-weight: 400;\">worldwide fan base<\/span><\/i><span style=\"font-weight: 400;\">, and the <\/span><i><span style=\"font-weight: 400;\">flexibility to create full-funnel impact.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Luxury brands are using F1 to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tell their brand story on the world\u2019s stage<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Think: heritage, craftsmanship, performance. The same qualities admired in high-end watches or fashion lines also define F1 cars.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create IRL brand moments that go viral online<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">From branded yachts to exclusive afterparties and driver-ambassador collabs (\u00e0 la George Russell x IWC), every touchpoint becomes content gold.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Launch products with cultural relevance<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">TAG Heuer\u2019s limited-edition watches timed with the Monaco race are a prime example. Its storytelling meets sales strategy<\/span><span style=\"font-weight: 400;\"> and it works<\/span><span style=\"font-weight: 400;\">. Their sales jumped from 615 million to 670 million Swiss francs in 2024. That\u2019s growth in a shrinking market. Iconic behavior.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Leverage influencer and celebrity energy<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\"> Whether it&#8217;s Naomi DJing or athletes rocking your product, F1 is a magnet for high-profile names and aspirational audiences. And that halo effect? Chef\u2019s kiss.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">And it\u2019s not just TAG. <\/span><b>Louis Vuitton<\/b><span style=\"font-weight: 400;\"> designed the official trophy travel case. <\/span><b>Mo\u00ebt &amp; Chandon<\/b><span style=\"font-weight: 400;\"> famously sprayed champagne on podiums for years. Even <\/span><b>Tommy Hilfiger<\/b><span style=\"font-weight: 400;\"> dressed Team Mercedes. All these partnerships build brand cool while driving hard business results.<\/span><\/p>\n<h3><b>What Smaller Brands Can Steal From the F1 Playbook<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Now, we get it. Not every brand can drop \u20ac100 million to co-sign Lewis Hamilton. But you don\u2019t need to be LVMH to activate like one. Here&#8217;s how to take inspiration from the luxury world and <\/span><b>recreate a 360\u00b0 brand moment<\/b><span style=\"font-weight: 400;\"> on a more manageable scale:<\/span><\/p>\n<h4><b>1. Tap Into the Hype<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Find your &#8220;F1 moment&#8221; at a local event, cultural trend, or seasonal vibe that aligns with your brand values. Whether it\u2019s a niche fashion week, a wellness expo, or even a food truck festival, insert yourself where your audience <\/span><i><span style=\"font-weight: 400;\">already<\/span><\/i><span style=\"font-weight: 400;\"> is.<\/span><\/p>\n<h4><b>2. Go Multi-Channel or Go Home<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Build a campaign that lives across social, email, your website, and even IRL. Create an exclusive product drop, shoot BTS content, host a micro-event, and then amplify every angle. Think immersive, not just informative.<\/span><\/p>\n<h4><b>3. Make It Personal<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Luxury isn\u2019t about price; it\u2019s about feeling <\/span><i><span style=\"font-weight: 400;\">seen.<\/span><\/i><span style=\"font-weight: 400;\"> Offer VIP previews to loyal customers, send exclusive invites, or create a surprise moment for your superfans. That emotional value sticks.<\/span><\/p>\n<h4><b>4. Build Your Own Content Engine<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Every event, big or small, is content gold. Film it. Share sneak peeks. Create TikToks, reels, and newsletters. Pull people into your world. That\u2019s how you turn awareness into fandom.<\/span><\/p>\n<h4><b>5. Use Strategic Collabs<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Can\u2019t afford a celeb? Team up with a micro-influencer or a niche creator your audience trusts. It&#8217;s not about numbers, it\u2019s about <\/span><i><span style=\"font-weight: 400;\">relevance<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>\ud83c\udfc1 Final Lap: Awareness Isn&#8217;t Just a Buzzword<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Luxury brands understand that <\/span><i><span style=\"font-weight: 400;\">being seen<\/span><\/i><span style=\"font-weight: 400;\"> is step one but <\/span><i><span style=\"font-weight: 400;\">being remembered<\/span><\/i><span style=\"font-weight: 400;\"> is the real finish line.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their F1 playbooks mix heritage, hype, and human connection in a way that builds long-term love, not just likes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And whether you\u2019re working with \u20ac10K or \u20ac10 million, the blueprint is the same:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span> <b>Create emotion. Build moments. Be bold.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Big brands like LVMH stay top of mind after F1 weekends thanks to massive exposure and content engines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Smaller brands? You\u2019ll need to <\/span><i><span style=\"font-weight: 400;\">actively<\/span><\/i><span style=\"font-weight: 400;\"> extend the hype. Here\u2019s how:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Repurpose content post-race (BTS, recaps, reels)<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Connect the event to your brand story (values &gt; visibility)<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Follow up with email flows or retargeting<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Drop a themed offer or product tie-in<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep momentum alive with evergreen content and creator collabs<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now go forth, and start your engines. \ud83c\udfce\ufe0f\ud83d\udca8\u2728<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-4  el_after_av_textblock  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/&amp;t=Why%20luxury%20brands%20are%20racing%20into%20formula%201%20and%20what%20you%20can%20learn%20from%20it\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Why%20luxury%20brands%20are%20racing%20into%20formula%201%20and%20what%20you%20can%20learn%20from%20it&amp;url=https:\/\/thedotsociety.be\/en\/?p=42003\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fwhy-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it%2F&amp;description=Why%20luxury%20brands%20are%20racing%20into%20formula%201%20and%20what%20you%20can%20learn%20from%20it&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2025%2F06%2F60-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Why%20luxury%20brands%20are%20racing%20into%20formula%201%20and%20what%20you%20can%20learn%20from%20it&amp;url=https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Why%20luxury%20brands%20are%20racing%20into%20formula%201%20and%20what%20you%20can%20learn%20from%20it&#038;body=https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jtwwah59-d59689c840ceb80a177faedc51e840da\">\n#top .hr.hr-invisible.av-jtwwah59-d59689c840ceb80a177faedc51e840da{\nheight:40px;\n}\n<\/style>\n<div  class='hr av-jtwwah59-d59689c840ceb80a177faedc51e840da hr-invisible  avia-builder-el-5  el_after_av_one_half  avia-builder-el-last  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist. Unlike traditional billboards or posters that you might see on a street corner or in a subway station, FOOH ads exist only in the digital realm, making them ideal for online platforms. <\/p>\n","protected":false},"author":10,"featured_media":42013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,38,42,68],"tags":[102,119],"class_list":["post-42003","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saocial-media-en","category-content-en","category-strategy-en","category-creative-2","tag-fashion","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why luxury brands are racing into formula 1 and what you can learn from it - The Dot Society<\/title>\n<meta name=\"description\" content=\"At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist, ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why luxury brands are racing into formula 1 and what you can learn from it - The Dot Society\" \/>\n<meta property=\"og:description\" content=\"At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist, ...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/\" \/>\n<meta property=\"og:site_name\" content=\"The Dot Society\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-06T09:56:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-06T12:09:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/06\/60.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"655\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ayla Van Brabant\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ayla Van Brabant\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/\"},\"author\":{\"name\":\"Ayla Van Brabant\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/#\\\/schema\\\/person\\\/6b5bcbf7e0bdaac14f6bc3b23965ac78\"},\"headline\":\"Why luxury brands are racing into formula 1 and what you can learn from it\",\"datePublished\":\"2025-06-06T09:56:08+00:00\",\"dateModified\":\"2025-06-06T12:09:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/\"},\"wordCount\":1313,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/thedotsociety.be\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/60.png\",\"keywords\":[\"fashion\",\"strategy\"],\"articleSection\":[\"Social media\",\"Content\",\"Strategy\",\"Creative\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/\",\"url\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/\",\"name\":\"Why luxury brands are racing into formula 1 and what you can learn from it - The Dot Society\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/thedotsociety.be\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/60.png\",\"datePublished\":\"2025-06-06T09:56:08+00:00\",\"dateModified\":\"2025-06-06T12:09:49+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/#\\\/schema\\\/person\\\/6b5bcbf7e0bdaac14f6bc3b23965ac78\"},\"description\":\"At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist, ...\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#primaryimage\",\"url\":\"https:\\\/\\\/thedotsociety.be\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/60.png\",\"contentUrl\":\"https:\\\/\\\/thedotsociety.be\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/60.png\",\"width\":1200,\"height\":655},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why luxury brands are racing into formula 1 and what you can learn from it\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/#website\",\"url\":\"https:\\\/\\\/thedotsociety.be\\\/\",\"name\":\"The Dot Society\",\"description\":\"Grow Digital Together\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/thedotsociety.be\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/thedotsociety.be\\\/#\\\/schema\\\/person\\\/6b5bcbf7e0bdaac14f6bc3b23965ac78\",\"name\":\"Ayla Van Brabant\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/2ff37a262e49f1cdb2459bde72e57db0a175431f5bd59cc7799b18b83b66319c?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/2ff37a262e49f1cdb2459bde72e57db0a175431f5bd59cc7799b18b83b66319c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/2ff37a262e49f1cdb2459bde72e57db0a175431f5bd59cc7799b18b83b66319c?s=96&d=mm&r=g\",\"caption\":\"Ayla Van Brabant\"},\"url\":\"https:\\\/\\\/thedotsociety.be\\\/en\\\/author\\\/ayla\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Why luxury brands are racing into formula 1 and what you can learn from it - The Dot Society","description":"At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist, ...","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/","og_locale":"en_US","og_type":"article","og_title":"Why luxury brands are racing into formula 1 and what you can learn from it - The Dot Society","og_description":"At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist, ...","og_url":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/","og_site_name":"The Dot Society","article_published_time":"2025-06-06T09:56:08+00:00","article_modified_time":"2025-06-06T12:09:49+00:00","og_image":[{"width":1200,"height":655,"url":"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/06\/60.png","type":"image\/png"}],"author":"Ayla Van Brabant","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Ayla Van Brabant","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#article","isPartOf":{"@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/"},"author":{"name":"Ayla Van Brabant","@id":"https:\/\/thedotsociety.be\/#\/schema\/person\/6b5bcbf7e0bdaac14f6bc3b23965ac78"},"headline":"Why luxury brands are racing into formula 1 and what you can learn from it","datePublished":"2025-06-06T09:56:08+00:00","dateModified":"2025-06-06T12:09:49+00:00","mainEntityOfPage":{"@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/"},"wordCount":1313,"commentCount":0,"image":{"@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#primaryimage"},"thumbnailUrl":"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/06\/60.png","keywords":["fashion","strategy"],"articleSection":["Social media","Content","Strategy","Creative"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/","url":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/","name":"Why luxury brands are racing into formula 1 and what you can learn from it - The Dot Society","isPartOf":{"@id":"https:\/\/thedotsociety.be\/#website"},"primaryImageOfPage":{"@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#primaryimage"},"image":{"@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#primaryimage"},"thumbnailUrl":"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/06\/60.png","datePublished":"2025-06-06T09:56:08+00:00","dateModified":"2025-06-06T12:09:49+00:00","author":{"@id":"https:\/\/thedotsociety.be\/#\/schema\/person\/6b5bcbf7e0bdaac14f6bc3b23965ac78"},"description":"At its core, FOOH allows brands to create virtual, digital versions of outdoor ads in places where they don\u2019t physically exist, ...","breadcrumb":{"@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#primaryimage","url":"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/06\/60.png","contentUrl":"https:\/\/thedotsociety.be\/wp-content\/uploads\/2025\/06\/60.png","width":1200,"height":655},{"@type":"BreadcrumbList","@id":"https:\/\/thedotsociety.be\/en\/why-luxury-brands-are-racing-into-formula-1-and-what-you-can-learn-from-it\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/thedotsociety.be\/en\/"},{"@type":"ListItem","position":2,"name":"Why luxury brands are racing into formula 1 and what you can learn from it"}]},{"@type":"WebSite","@id":"https:\/\/thedotsociety.be\/#website","url":"https:\/\/thedotsociety.be\/","name":"The Dot Society","description":"Grow Digital Together","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/thedotsociety.be\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/thedotsociety.be\/#\/schema\/person\/6b5bcbf7e0bdaac14f6bc3b23965ac78","name":"Ayla Van Brabant","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/2ff37a262e49f1cdb2459bde72e57db0a175431f5bd59cc7799b18b83b66319c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/2ff37a262e49f1cdb2459bde72e57db0a175431f5bd59cc7799b18b83b66319c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/2ff37a262e49f1cdb2459bde72e57db0a175431f5bd59cc7799b18b83b66319c?s=96&d=mm&r=g","caption":"Ayla Van Brabant"},"url":"https:\/\/thedotsociety.be\/en\/author\/ayla\/"}]}},"_links":{"self":[{"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/posts\/42003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/comments?post=42003"}],"version-history":[{"count":7,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/posts\/42003\/revisions"}],"predecessor-version":[{"id":42012,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/posts\/42003\/revisions\/42012"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/media\/42013"}],"wp:attachment":[{"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/media?parent=42003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/categories?post=42003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedotsociety.be\/en\/wp-json\/wp\/v2\/tags?post=42003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}