Abercrombie & Fitch McLaren Partnership

Amplify helped bring the worlds of McLaren Racing + Abercrombie & Fitch together to provide guests with that unbeatable race day feeling to launch their partnership....

Challenge

A&F has experienced a huge turnaround in recent years and is now a thriving fashion brand favored by GenZ and young Millennials. Audience perceptions are shifting and the brand is seeing growth following a successful rebrand. A&F has revamped product assortment, focusing on quality apparel and accessories that appeal to a broader customer base.

A&F’s product expansion reflects their adaptability to evolving consumer needs, which they’ve established through the partnership with McLaren Racing.

Insight + Strategy

Create events that makes waves of the A&F x McLaren partnership to generate awareness and drive natural integration, uniting two iconic brands.

Solution

Phase 1 | A&F Paddock, NYC

In January 2024, Amplify was tasked with crafting a launch event to introduce the McLaren F1 partnership, igniting press headlines and social buzz while captivating influencers, VIP stakeholders, and the media.

The event marked the official announcement of a multi-year partnership, uniting the
iconic clothing retailer with one of the biggest forces within the F1 world.

Phase 2 | A&F Circuit, Las Vegas

Following the success of the launch event, we transformed Abercrombie’s flagship store on the Las Vegas Strip into a celebration space featuring an A&F exclusive Las Vegas McLaren merch line for the 2024 November Grand Prix.

The event brought the fans even closer to the F1 action, providing exclusive access to the MCL38 and McLaren’s superstar drivers, Oscar Piastri and Bianca Bustamante.