If you had told me 3 years ago that I would become a Formula 1 fan, become so obsessed that I’d start a side business around it, make content on TikTok with my actual face in it, and wake up before 8am twenty Sundays out of the year…well I might have believed you, cause that sounds like just the kind of hobby I’d get hyper-fixated on and take way too far.

And that’s exactly what I did. In July of 2023 I started Race Day Athletic, a highly wearable Formula 1 inspired brand, and used it as a creative outlet to flex my design skills, put my chronic online-ness to good use, and explore the ins and out of building a brand.

The Collection

When we joined the F1 Fandom there wasn’t really any merch we could ever see ourselves ever buying. The official gear was masculine, uninspired, and mostly consisting of logo-covered polos and snapback hats.

So we wanted to make merch for the casual fan — the one who didn’t want to wear the Team Kit, or cover themselves in sponsor logos. We wanted to make simple, subtle merch you could wear on race day or any other day, on track and off, and that felt more accessible to the rapidly growing group of fans, many of whom women, who see what’s on offer and are met with the feeling that this sport isn’t thinking of them.

TikTok Content Highlights

On TikTok we focus on trending audio, memes, and educational content containing contextualized product moments that help bring awareness to our brand while showcasing our merch organically within these formats.

Instagram Feed

On Instagram we focus on posting timely and highly sharable content during race weekends, meme content around notable race weekend events or off-screen F1 drama, and product photography that showcases our collection.