Last update on: 12:46 pm October 30, 2024 by fashionabc
Sportswear and lifestyle brand Malbon Golf introduces another collaborative collection in partnership with the Formula1 Heineken Silver Las Vegas Grand Prix 2024.
Formula 1 Grand Prix in Las Vegas
After a successful partnership in 2023, Malbon Golf is once again collaborating with the Formula 1 Grand Prix in Las Vegas for a special capsule collection. The 22-piece ensemble combines the distinctive identities of both brands, with colour-blocking motifs and F1 silhouettes that easily translate to golf.
It promises to be an exciting partnership! US media giant Liberty, which owns Formula 1, reported a 25 percent rise in the motor racing series’ revenue during the 2023 financial year thanks to a strong fourth quarter boosted by the inaugural Las Vegas Grand Prix. So, it’s evident then that collaborating with the Formula 1 Heineken Silver Las Vegas Grand Prix 2024 is an opportunity that promises impactful returns on investment for brands seeking the attention of a highly engaged, luxury-focused audience.
“The electric atmosphere of the city during the race is truly unforgettable,” said Malbon Golf co-founder Stephen Malbon. “We are honoured to be part of the Las Vegas Grand Prix once again. This collection embodies a cohesive fusion of race-inspired elements, blending the distinctive identities of both brands.”
Key pieces include racing jackets such as The Pit Crew Jacket and Pole Position Vest, crewnecks, polos, headwear, golf bags and golf balls. All items feature the new patterns and colorways, incorporating gradient body colours, classic fabrications, Las Vegas motifs and unique graphic techniques. The Las Vegas Grand Prix assortment also includes five themed sub-collections — core, neon, vintage, desert, and limited-edition, offering everything from sweatshirts and polos to golf tees and tumbler cups.
“Some of these items are truly one-of-a-kind and celebrate the spirit of the event and the local Las Vegas community,” said Emily Prazer, F1 and Las Vegas Grand Prix, Inc. Chief Commercial Officer.
The Malbon Golf and LA Grand Prix F1 capsule collection will be available at the F1 Las Vegas Hub presented by American Express at The Venetian Resort Las Vegas from Nov. 9 to Dec. 2, as well as the F1 Las Vegas Grand Prix fan experience and merchandise tents across the Las Vegas Strip Circuit during race week, Nov. 21 to 23. Select merchandise from the Las Vegas Grand Prix Collection are available for purchase online.
Malbon Golf is once again collaborating with the Formula 1 Grand Prix in Las Vegas for a special capsule collection.
The Formula 1 Heineken Silver Las Vegas Grand Prix 2024
The Formula 1 Heineken Silver Las Vegas Grand Prix 2024 offers an unparalleled opportunity for fashion and lifestyle brands to amplify their presence on a global stage. Set in one of the world’s most iconic cities, known for its luxury and entertainment, it attracts an audience of luxury travellers, high-net-worth individuals, and a younger, dynamic demographic of motorsport enthusiasts.
Fashion and lifestyle brands collaborating with this event gain access to a market actively seeking premium experiences and products. The Formula 1 Heineken Silver Las Vegas Grand Prix also provides significant exposure through its diverse media coverage across social platforms, traditional media, and live streaming, creating vast engagement opportunities.
Per WWD: “The inaugural race last year attracted 315,000 people and brought in $1.23 billion in revenue to the city of Las Vegas.”
The integration of a brand’s identity into the thrilling atmosphere of a Formula 1 event, in a city known for its luxury and entertainment, can create memorable associations that keep the brand top-of-mind of potential consumers. The Las Vegas Grand Prix also presents opportunities for experiential marketing like pop-ups, VIP lounges, or curated events that showcase their products and values in a premium setting, enhancing customer experience and fostering brand loyalty.
5 Lesser-Known Aspects of Formula 1 Heineken Silver Las Vegas Grand Prix 2024
- Unique midnight start time: Unlike most races, the Las Vegas Grand Prix is set to start at midnight, a strategic move designed to cater to both local nightlife and international viewership across time zones. This unconventional start time captures the vibrant, nocturnal atmosphere of Las Vegas, enhancing the entertainment value and making it a standout event on the F1 calendar.
- Massive economic impact on Las Vegas: The 2024 Grand Prix is expected to bring over $1 billion to the Las Vegas economy. This includes revenue from hospitality, tourism, and entertainment, as well as significant job creation. The Grand Prix’s influence extends beyond the track, boosting the local economy and setting a new standard for how major sporting events can financially impact host cities.
- Specially designed 3.8-Mile circuit on the Vegas Strip: The Las Vegas track is custom-built on the Las Vegas Strip, allowing F1 cars to speed past iconic landmarks like the Bellagio fountains and Caesar’s Palace. This 3.8-mile circuit includes high-speed straightaways, sharp turns, and a mix of asphalt and city streets, offering drivers a thrilling and challenging experience.
- Focus on sustainability and environmental responsibility: The Las Vegas Grand Prix 2024 integrates several eco-friendly initiatives as part of Formula 1’s commitment to achieving net-zero carbon emissions by 2030. These include using renewable energy sources for event operations, reducing single-use plastics, and incorporating electric shuttles and sustainable transportation for spectators. This focus on sustainability aligns with Heineken’s green initiatives, showcasing how major sporting events can evolve toward more environmentally responsible practices.
- Increased entertainment offerings and celebrity participation: Las Vegas will feature live concerts, fan zones, exclusive parties, and immersive F1 experiences along the Strip. Given the location, there’s an unprecedented level of celebrity involvement expected, from grand marshals to influencers and performers. This entertainment-focused approach makes the event feel more like a festival, broadening its appeal beyond racing enthusiasts to a wider, global audience.
Malbon Golf
Founded in Los Angeles in 2017 by Stephen and Erica Malbon, Malbon Golf brings golf culture to a younger demographic by honouring the heritage of golf while opening it up to a broader community with the fresh, creative aesthetic of contemporary culture. Their goal was to make golf inclusive and relevant to a new generation who value both function and a fresh look on the course.
Popular for its biweekly drops, the brand has collaborated with names like Footjoy, Coca-Cola, Jimmy Choo, and Wu-Tang Clan to create limited-edition collections that merge the aesthetics of each brand with its distinct style. One of Malbon Golf’s standout qualities is its aesthetic of integrating bold patterns, contemporary cuts, and edgy graphics into traditional golf attire. This approach appeals to a new generation of golfers who want more than just functionality; they want style and self-expression.
Malbon Golf also leverages social media to foster their community, engaging with followers to share content that combines golfing culture with fashion and lifestyle. By creating a brand identity that prioritises both style and sport, Malbon Golf makes golf feel more inclusive and accessible. Their approach redefines what it means to be a ‘golf brand’ by embracing a holistic view of the sport—one that combines the game itself and its lifestyle.
Malbon Golf brings golf culture to a younger demographic with the fresh, creative aesthetic of contemporary culture.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
