What is Formula E's strategy to attract younger fans?

Formula E is partnering with Liberty Walk and influencer Vinnie Hacker to merge motorsports with youth culture, aiming to engage Gen Z and transform the racing series into a lifestyle movement.

When is the 2026 Miami E-Prix?

The 2026 Miami E-Prix is scheduled for January 30th and 31st, 2026, and will feature a street racing atmosphere with a watch party.

Has Formula E collaborated with Liberty Walk before?

Yes, Formula E and Liberty Walk previously partnered in 2024 to build a custom GEN3 racer with an aggressive wide-body kit.

Home / Sports / Formula E Shifts Gears to Youth Culture

Formula E Shifts Gears to Youth Culture

29 Jan

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Summary

Formula E partners with Liberty Walk and Vinnie Hacker.
The goal is to merge motorsports with youth culture for Gen Z.
The Miami E-Prix features street racing and a watch party.

Formula E is actively working to redefine motorsports for a new generation by blending electric racing with contemporary youth culture. A key initiative involves a partnership with Liberty Walk, a renowned Japanese tuning house, and influencer Vinnie Hacker. This collaboration is designed to connect with a broader global audience, especially Gen Z, by transforming the racing series into a lifestyle movement.

The 2026 Miami E-Prix, scheduled for January 30th and 31st, 2026, will be a focal point for this strategy. The event, held at the Miami International Autodrome, will feature a street racing atmosphere and a watch party. This aims to disrupt traditional motorsport viewing and attract fresh interest.

This partnership marks a significant step, following a previous collaboration in 2024 where Formula E and Liberty Walk created a custom GEN3 racer. The car boasted an aggressive wide-body kit and distinctive design elements, drawing comparisons to the "Fast and Furious" franchise, even featuring a cameo from one of its stars.