Formula One™ has embraced social media and content creators on a level never before seen in the F1® paddock. Teams are now looking for new and creative ways to connect with their fan base and beyond with collaborations on and off the race track.
Following the buzz around the Aston Martin Aramco’s collaboration with Grammy-winning artist Tems at F1 75 Live, the team has doubled down on culture-forward moments. I / AM DROPS is a new series of ultra-limited collaborations and fan experiences that blends F1 with global culture, further connecting Formula One with the worlds of music, fashion and sport.
Every DROP is a one-time-only, ultra-limited moment, and a chance for fans to access something collectible, unexpected and distinctly Aston Martin. From curated merch to unforgettable experiences, these moments are designed to surprise and excite the F1 community.
“This is about creating moments that resonate – not just with racing fans, but with a wider cultural audience. F1 is more than a sport, it has become a modern cultural phenomenon, and we’re here to create new ways for fans to engage with their passion and express their fandom. I / AM DROPS are bold, creative and built to spark conversation. It’s just the beginning,” said Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One™ Team.
The first DROP is a partnership with British rock royalty, The Rolling Stones. Fans can get their hands on an exclusive co-branded merchandise collection at The Rolling Stones store on Carnaby Street, London and online via the official Aston Martin Aramco store. Also up for grabs: a one-of-a-kind guitar inspired by the collab, signed by Aston Martin Aramco drivers Lance Stroll and Fernando Alonso.
“This capsule collection brings together two British icons, blending fresh takes on classic Rolling Stones imagery with inspiration from the precision and performance of the Aston Martin Aramco Formula One™ team. Each piece reflects a shared passion for legacy, innovation, and energy. We’re confident that fans of both the Rolling Stones and Aston Martin Aramco will connect with the story behind this unique collaboration,” said David Boyne, Managing Director, Bravado UK.
One the ground in Miami, The House Drop, is Aston Martin Aramco’s week-long takeover in the 305 that’s not just about racing but about rhythm, energy and presence. This immersive venue experience, opening in Wynwood on 2-3 May is available, exclusively for I / AM members, curated for those who move to rhythm, live for the moment, and understand what it means to say less.
Featuring Aston Martin Aramco driver squad appearances and show cars, art installations, captivating soundscapes, curated hospitality and more, The House, Miami is a new kind of race weekend experience. Get your access to The House, Miami, here.
There’s also a chance for I / AM members to win their entry to a The Secret Party, a night they won’t forget at The House, Miami, where House Music meets horsepower from 20:00 (EDT) on Friday 2 May at the Wynwood takeover. Enter by 18:00 (BST) on 2 May for your chance to be on the guest list. (This is a 21+ event. Valid ID is required and will be checked on the door to gain entry.)
If you’re not in Miami you can still mark the Miami moment, with I / AM members having the chance to get their hands on a limited-edition T-shirt collab with Grammy-nominated producer and Aussie-born DJ, Dom Dolla. From underground sets to global stages, the Melbourne-based musician is redefining House, and this exclusive collection is a meeting of two icons from the track to the stage. You’ll need to move fast, as entries close midnight (EDT) on 3 May for the chance to win a tee that marries speed with sonic style. Click here to enter.
On-track, Aston Martin Aramco’s driver line-up features the experienced Canadian Lance Stroll and double World Champion Fernando Alonso, supported by Test and Reserve Drivers Felipe Drugovich and Stoffel Vandoorne, along with Team Ambassador Pedro de la Rosa and Young Development Driver Jak Crawford. Aston Martin Aramco also races in the all-female F1 Academy series, with Swiss driver Tina Hausmann competing under the mentorship of the team’s F1 Academy Head of Racing and Driver Ambassador, Jessica Hawkins.
Off-track, Aston Martin Aramco continues to drive progress through its Make A Mark ESG programme, driving sustainability, inclusion and community engagement. Since Aston Martin’s return to Formula One in 2021, a commitment to ESG has been at the heart of everything they do. Success is not only measured on track but also through the Team’s ability to effect positive change in the team, as well as the communities and environment around them.
More DROPS will be revealed throughout the season. Fans can sign up and explore I / AM DROPS here.
Photographs by Aston Martin Aramco.