{"id":197594,"date":"2026-05-29T10:12:16","date_gmt":"2026-05-29T08:12:16","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=197594"},"modified":"2026-05-29T10:12:16","modified_gmt":"2026-05-29T08:12:16","slug":"gucci-hits-the-track-and-redefines-alpines-image-in-f1","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/gucci-hits-the-track-and-redefines-alpines-image-in-f1\/","title":{"rendered":"Gucci Hits the Track and Redefines Alpine\u2019s Image in F1"},"content":{"rendered":"
The Italian fashion house will become the French team\u2019s title sponsor starting in 2027. A spectacular alliance between luxury, performance, and global pop culture, approved by CEO of Kering Luca de Meo at the annual shareholders\u2019 meeting.<\/h4>\n
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Formula 1 continues to attract luxury giants. Following LVMH<\/strong> and TAG Heuer<\/strong>, Gucci<\/strong> is now joining the grid for the long term. The Italian fashion house, part of the Kering group, will become the title sponsor of the Alpine<\/strong> team starting in 2027, which will be renamed the \u201cGucci Racing Alpine Formula One Team<\/strong>\u201d for the occasion. A historic first for a luxury fashion brand in the world of F1.<\/p>\n
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Gucci and Alpine: a partnership designed for the global stage<\/strong><\/h3>\n
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With this partnership, Gucci isn\u2019t just slapping its logo on a race car. The brand intends to create a true creative space called \u201cGucci Racing<\/strong>,\u201d designed as a platform blending performance, design, culture, and immersive experiences.<\/p>\n
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The Alpine team will thus gradually phase out its current visual identity to adopt Gucci\u2019s iconic red and green colors. The goal is clear: to transform the French team into a global showcase capable of appealing to a younger, more international audience that is increasingly attuned to the intersections between sports, fashion, and entertainment.<\/p>\n
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In a context where Formula 1 now reaches more than 1.5 billion viewers worldwide, the partnership appears strategic for Gucci, which seeks to strengthen its cultural influence and revitalize its commercial momentum.<\/p>\n
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An initiative approved by Luca de Meo<\/strong><\/h3>\n
<\/p>\nLuca de Meo \u00a9 Kering<\/figcaption><\/figure>\n
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This collaboration also bears the signature of one man: Luca de Meo<\/strong>. A former executive at the Renault Group<\/strong> before taking the helm at Kering, the Italian executive is thoroughly familiar with the Alpine universe and the marketing power of Formula 1.<\/p>\n
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At Kering\u2019s annual general meeting held on May 28, Luca de Meo<\/strong> confirmed the full strategic legitimacy of this partnership. According to him, this alliance between Gucci and Alpine \u201cmakes perfect sense\u201d at a time when F1 has moved far beyond the realm of sports to become a global platform for content, influence, and desirability.<\/p>\n
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The executive sees this partnership as a natural convergence between two worlds that share the same values: excellence, innovation, precision, and the pursuit of performance.<\/p>\n
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Combining Alpine\u2019s sporting heritage with Gucci\u2019s creative expertise, this union stands out for its coherence. Francesca Bellettini<\/strong>, President and CEO of Gucci, stated that this collaboration \u201cwrites a new chapter\u201d for the brand, positioning Italian luxury at the heart of the world\u2019s most prestigious competition.<\/p>\n
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Formula 1, the new playground for luxury<\/strong><\/h3>\n
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Gucci\u2019s arrival above all confirms a fundamental trend: F1 has become one of the most powerful platforms for premium brands.<\/p>\n
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Thanks to the success of the \u201cDrive to Survive<\/strong>\u201d series, the surge in American viewership, and the arrival of a younger, more female audience, luxury houses now see the paddocks as spaces of influence comparable to Fashion Weeks.<\/p>\n
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For Gucci, this initiative goes far beyond traditional sponsorship. It\u2019s about repositioning the brand within an aspirational, tech-driven, and highly publicized world. It\u2019s also a way to strengthen its global brand image at a time when the luxury sector is experiencing a slowdown.<\/p>\n
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Alpine Takes a Leap Forward<\/strong><\/h3>\n
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For Alpine, this partnership marks a major turning point. The French team gains a partner capable of delivering unprecedented global visibility and strategic financial clout in an increasingly competitive championship.<\/p>\n
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Flavio Briatore<\/strong>, the team\u2019s executive advisor, is already talking about a partnership capable of \u201cshaking things up\u201d in Formula 1. Alpine hopes to capitalize on its recent sporting progress to reach a new milestone, both on and off the track.<\/p>\n
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With Gucci, Formula 1 is moving even further into the era of luxury spectacle.<\/p>\n
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2026\/05\/Luca_de_Meo_ampere_Kering_portrait.jpg\" "\\"Luca_de_Meo_ampere_Kering_portrait\\"")