Formula Journal

Unfortunately, Aston Martin haven’t had the best start to the season, but with new regulations next year and Adrian Newey as Managing Technical Partner there are bound to be changes. Even so, they might not be scoring points on the track, they are, off the track with sponsors. They’ve launched I/AM DROPS, taking fan engagement to the next level with ultra-exclusive collaborations blending Formula 1 with pop-culture.’I’ standing for the individual fan and ‘AM’ standing for Aston Martin. What was their first drop? Oh, only a collaboration with British Rock Royalty, The Rolling Stones.

I/AM DROPS were introduced via Aston Martin’s socials on April 22. I/AM is a series of exclusive drops fashioned for their biggest fans. You can become a member for free and be the first to access new drops, gain special access to events, and even a trackside view at a Grand Prix. This was built with their most devoted fans in mind. 

To launch their first drop, Aston Martin took over The Rolling Stones store in Carnaby Street, London, for a day, with a replica of an F1 car, a racing sim and much more. I/AM members who secured the drop received access to the private event at the store with limited edition merch. A Rolling Stones X Aston Martin t-shirt retails for £45 which is pretty standard for merch, meaning it is quite accessible for fans. The uni-sex merch includes a t-shirt, cap and hoodie with the iconic Rolling Stones logo on in an Aston Martin inspired colour way. 

A few days later Aston Martin launched another collection for the Miami GP, The House DROP with DJ, Dom Dolla with exclusive merch and a lively party in Miami with Dolla as the DJ. Their most recent collaboration has been with The Santan Cup, which is an annual football tournament hosted by UK rap artist Dave. The ultimate merge of Football and Formula 1, two immensely popular, global sports. Their members had a chance to win tickets to the Santan Cup Tournament in Monaco!

But, why?

I can’t be the only one thinking these drops are quite random and out of touch with F1. Even my Mum didn’t believe me when I told her, she went and googled it herself! So, why are they doing it? Although there isn’t a clear explanation they seem to want to break the boundaries between fan and team, with an entry ticket to a different world prioritising their fanbase. Who would say no to a free membership and a chance to win trackside access or the opportunity to meet the team? This levelling up engagement with VIP experiences is designed to connect the F1 world with other audiences. Take their first drop with The Rolling Stones both parties are important parts of British Heritage, the drops are introducing new fans from The Rolling Stones or football, to Formula 1 and Aston Martin, widening their fanbase. A membership makes you feel special and part of a community, once you feel noticed by the team you immediately favour them.

Aston Martin X Elemis

I/AM DROPS aren’t the only new venture this year for Aston Martin, they’ve announced their Official Skincare Partner in Elemis. The two British brands collaborating are set to be “the ultimate blend of power and beauty’. The female audience of F1 is ever growing, with an estimated 40% of fans, female. Aston Martin using a skincare brand as a new sponsor will expand their female fan base. The team has been the first team to sign a skincare brand, which is already turning heads. We’ve seen Charlotte Tilbury as a title sponsor for F1 Academy but we haven’t seen a cosmetics/skincare brand branch out into F1 until now. Do you think we’ll see more skincare brands sponsoring F1 teams in the future? 

The multi-year brand deal, began its journey by sending PR boxes to F1 influencers and creators. This is already creating a relationship with the public and buyers and starting a conversation. The PR packages include: an Aston Martin cap with the Elemis Logo on the visor, some of Elemis’ best selling products with focus on collagen, with anti-wrinkle properties. Maybe the PR package was sent to Fernando Alonso and that’s why he looks like a young rookie. Elemis enjoyed a pop-up spa experience on the Aston Martin luxury yacht at the Monaco Grand Prix, which was part of their partnership deal. They launched the first ever spa experience on the yacht, offering treatments and services for VIP guests. Recently they have dropped limited edition Elemis X Aston Martin sets with an exclusive Aston travel bag.

What’s next?

Well connecting with their audience especially their younger fans. The team have paired up with stick-on nail brand Glaize to launch a nail set that matches perfectly with the car, with designs that compliment the team for example, the Union Jack, their car and a trophy. Nails have become a big part of Formula 1, with people not just wearing merch but also on their nails to races and events and Aston Martin has been the first to jump on the bandwagon.

Overall the common theme throughout is that the Aston Martin is a team for the loyal, dedicated fans. They are the only team really engaging with their fans and relating to them. Via TikTok they’ve made their drivers undertake popular trends and yes it’s very funny but it’s also an excellent way of connecting with their fans. Many teams are now following their lead.

Image: astonmartinf1.com