Collaborazione - 5/27/26
Gucci today announces a partnership with the Alpine Formula One Team: for the first time, a luxury fashion House becomes the title partner of a team competing at the highest level of motorsport, Formula 1. Beginning in 2027, for the FIA Formula One World Championship, the team will compete under the name “Gucci Racing Alpine Formula One Team” and will feature Gucci’s colors.
Driven by shared ambition and values, this collaboration marks the launch of Gucci Racing, a new strategic and experiential platform built around the values of performance, precision, discipline, and excellence, at the intersection of luxury and sport. This partnership with the Alpine Formula One Team serves as the first expression of Gucci Racing, brought to life through a dedicated logo combining the House’s iconic double G with the Gucci Racing logotype.
Today, Formula 1 represents a platform of unparalleled global reach, providing access to a rapidly growing, increasingly diverse, and premium audience across key strategic markets. This environment allows Gucci to strengthen the brand’s desirability, visibility, and cultural relevance on a scale and with a consistency that few other platforms can match.
Gucci has always evolved at the crossroads of heritage, innovation, and contemporary culture, a world in which motorsport naturally belongs. This partnership brings together Gucci’s creativity and boldness with the technical excellence and performance-driven culture of one of Formula 1’s most dynamic teams. The Alpine brand was founded in 1955 by Jean Rédélé, whose motorsport ambition gave rise to a new generation of sports cars. This heritage is also rooted in Renault Group’s legacy, with its presence in Formula 1 dating back to 1977. Currently firmly positioned in fifth place in the championship, with rapidly improving drivers and a clear trajectory of progress, the Alpine team embodies a momentum that resonates with Gucci’s ambition to propel the brand into a new era and strengthen its global influence. Designed to extend far beyond trackside presence, this partnership will unfold through a series of ambitious initiatives over the coming seasons, including content, products, premium customer experiences, and exclusive activations, with the ambition of building a distinctive, high-impact platform over the long term.
Francesca Bellettini, President and CEO of Gucci: “This partnership with the Alpine Formula One Team opens a new chapter: Gucci becomes the first luxury fashion House to become a title partner in Formula 1. It reflects our ambition for the brand and the role we want Gucci to play. Formula 1 today represents a unique convergence of performance, culture, and global influence. The Alpine Formula One Team is the ideal partner to bring this vision to life. Gucci Racing is more than just a presence on the grid: it is an expression of our identity and our ambition for the brand. And this is only the beginning. We thank Alpine and Renault Group for sharing this ambition with us.”
Luca de Meo, CEO of Kering: “Formula 1 has gone far beyond sport to become one of the world’s most powerful premium content platforms, reaching more than 1.5 billion people each season and engaging a fast-growing audience that is increasingly younger and more female. As a true space for creativity, the pursuit of excellence, and human performance, we see it as a unique platform for a luxury brand, one that enables us to push boundaries, create strong emotional connections, and build long-term value and desirability while generating measurable and lasting impact.”
François Provost, CEO of Renault Group: “Formula 1 is one of the most dynamic and attractive platforms in global sport. For Renault Group, a historic constructor in Formula 1, it is a powerful lever to support Alpine’s ambition: to increase its visibility, attractiveness, and influence across all markets while reaching new audiences and younger generations. We are delighted by this collaboration with Kering and to embark on this partnership with Gucci beginning in 2027.”
Flavio Briatore, Executive Advisor of the Alpine Formula One Team: “Welcoming a brand as prestigious and influential as Gucci as title partner of the Alpine Formula One Team is a tremendous source of pride. I am also excited about the opportunities this partnership with Gucci creates and the great things we can achieve together on a global scale. The Enstone team has always stood out and has already proven that fashion can thrive in Formula 1. With performances clearly improving on track and the best start to a season in the team’s history in terms of points scored, this new collaboration with Gucci reflects the positive momentum driving the team forward. I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and commitment to this project, and for making this partnership possible.”
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