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Formula E Shifts Gears to Youth Culture
29 Jan
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.
Formula E has also attracted a diverse range of celebrity endorsements and participants. Figures like Brooklyn Peltz Beckham, Idris Elba, and Orlando Bloom have been involved in the brand's content or attended races, further boosting its appeal beyond traditional motorsport enthusiasts.
