Hello Kitty goes racing? The F1 Academy collab that no-one saw coming, but could be the turning point for recognition of women in motorsport.
Updated: May 2
A collaboration that no-one would have seen coming but one that arguably makes the most sense: Hello Kitty partners with F1 Academy, launching a brand new clothing line. Ahead of the Las Vegas Grand Prix, this collaboration was announced for the final race on the F1 Academy calendar. What does this mean for F1 academy fans?
We have the opportunity to not only be able to purchase 36 different items created for the collaboration, but there is also a brand new three-day ticket bundle for the Hello Kitty Grand stand, which includes exclusive Hello Kitty merchandise, plus the opportunity to see Hello Kitty herself.
The collaboration is set to include multiple different characters from the Hello Kitty and Friends franchise, including Kuromi, My Melody, Cinnamoroll and others reimagined as F1 drivers and the pit crew, putting a unique spin on representation for more of the female audiences in motorsport.
This collaboration, though laced in pink bows and cute cartoon characters, takes a big step into inclusivity when it comes to motorsports. Over the years, women have started entering more of the "male-dominated" spaces of motorsport, having to navigate a world that was not built for them, but we persevered. Women have become a valuable force of nature and power in motorsport, even F1 Academy coming into fruition. With the progression of women into motorsport, it opens up the opportunity to raise new young talent, as well as engage with the next generation of fans.
Susie Wolff, Managing Director, F1 ACADEMY said:
“With the Hello Kitty Grandstand experience and merchandise range, we want to go out with a bang and challenge the outdated perceptions of what belongs in motorsport.”
As a woman who is shaping the history of racing one step at a time, her ability to recognise how big this collaboration is, as well as the opportunity to break down the preconceived notions of motorsport is commendable.
Her notions extend to that of Craig Takiguchi, Chief Operating Officer at Sanrio, Inc. who said that:
“Together, we’re celebrating creativity, individuality, and ambition on one of the biggest stages in global sport... We hope it encourages a new generation of fans — especially young girls — to embrace who they are and believe that their passions can take them anywhere.”
Motorsport championships and brands alike should recognise the impact of opening up the different championships to women. Creating a space where women can feel appreciated and included in something that was never open to them before can drive impact and therefore bring sale and increase revenue long-term. This is not just a sport, it is also a marketing campaign to hook new fans in. By branching out and creating a larger audience, motorsport can only hope to gain even more popularity.
Emily Prazer, President and CEO of Las Vegas Grand Prix, Inc. and Chief Commercial Officer of Formula 1 said:
"This initiative goes beyond the track; it's about cementing the sport's place in the pop culture landscape and building the next generation of fans." While the full effect of the collaboration is limited to those who can attend the Las Vegas Grand Prix, as well as those who have the facilities to afford the tickets for the Grand Prix, the F1 Store will have select merchandise from the collaboration on their website, where we too can access the wonders of Hello Kitty and F1 Academy from home.
While no collaboration is flawless and has its setbacks, F1 Academy have taken a big step in the right direction. While not being able to open it up longer than the finale of the F1 Academy Championship, this act will bring about change when it comes to women in motorsport.
Slowly, if those of influence can work together, the stigmatisation around women belonging in these spaces can and will break down. It does not just take one collaboration, it takes a collective, and also takes a lot of time. Saying this, it can still be done.
This is progress, a step in the right direction, and I hope to see other brands and other motorsport championships follow in the same direction as those in F1 Academy. I look forward to seeing what else will happen in the coming years to help make sure women feel that they are seen, heard and belong in motorsport.
Comments