Miami Grand Prix weekend has turned into a full-scale brand showcase, with fashion, beauty and fan-gear launches unfolding around one of Formula 1's biggest races. Adidas, Aéropostale, Bylt and Dermalogica all used the 2026 Miami event to push collections or activations aimed at the crowds moving between the track, the paddock, Miami Design District and the city itself.
Adidas, which becomes the apparel partner of the Audi Revolut Formula 1 team from 2026 onward, unveiled its first race-specific collection with the team in April. The Miami drop draws from the 2006 FIFA World Cup Teamgeist design and includes a driver's jersey in pink and blue on a black background. Nico Hulkenberg and Gabriel Bortoleto front the campaign, and the collection is available online at Audi's Formula 1 store, on Adidas' website and through select global Adidas retailers.
Aéropostale also launched a new Formula 1 capsule collection, widening the race-weekend merchandise play beyond the paddock crowd. The line includes girls' shorts, relaxed graphic tops and crop tops, along with boys' short-sleeve Ts, short-sleeve button-ups and pants. Crewnecks, quarter-zips and sweatshirts carry motorsport artwork, and the capsule is being sold online, in-app and in stores at all Miami retail locations.
Bylt, meanwhile, built a 16-piece collection of official event merchandise for the Miami Grand Prix 2026 as part of its second-year partnership as the official apparel fan gear partner. The collection is being sold at the Miami Grand Prix race and at the Miami Grand Prix Fan Fest at 1130 Ocean Drive in Miami Beach, as well as at Bylt's retail location at 6000 Glades Road, Suite 1210, in Boca Raton. Dermalogica returned as an official partner of the fanfest after appearing at the 2024 Las Vegas Grand Prix, where its presence helped set the template for the kind of experience brands now want around Formula 1.
The size of the Miami race has made that strategy almost unavoidable. What began as a new stop on the calendar has become one of the biggest races in Formula 1, and the brands are not just chasing spectators at the circuit; they are meeting them everywhere the weekend spills out. For Miami, that means the real competition is no longer only on the track. It is also in the pop-ups, product drops and activations that now define the race as much as the laps.