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Building the Brand: Toni Breidinger’s Drive Beyond the Track
In motorsport, talent alone isn’t enough. You need backing. Big backing. And Toni Breidinger gets it.
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The Paddock Journal
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Charlotte Quinn
This Midfield Team Is Dominating The Brand Game
Decidedly average on track, absolutely dominating in establishing a must-have brand identity.
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The Paddock Journal
How Fashion Is Becoming The Gateway Drug To Formula One
It's becoming fashionable to care about F1 - and despite what some might say, that's a good thing.
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SarahOnTheGrid
F1 Academy Critics Prove One Thing: They Know Nothing About Motorsport
"they're so slow" doesn't hold up when you look at the bigger picture.
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Tommy Hilfiger Is A Motorsport Genius
Is the APXGP collection art serving commerce, or commerce elevated to art?
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The Paddock Journal
Swapping Preppy for Sporty: The adidas deal that marked a new era for Mercedes-AMG PETRONAS F1
The end of Tommy Hilfiger and Mercedes partnership coincided with Lewis Hamilton's departure. Was this a mere coincidence or part of a larger deal?
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The Paddock Journal
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Emily Ferrett
Brands Are Changing How We Wear Team Merch
With an increased female viewership comes a more fashion forward approach to the sport that is only growing in popularity.
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Fabiën

May 2025

Monaco: Style Over Substance? A First Hand Experience
After an incredible weekend attending the Monaco Grand Prix, I had some thoughts on what it all means and whether the spectacle is still appealing in an…
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The Paddock Journal
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Ferrari x Charles Leclerc Isn't Merch, So Why Does it Feel Like Merch?
For a brand with Ferrari's heritage and resources, this feels like a missed opportunity to set a new standard for athlete collaborations in luxury…
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How Michael Schumacher’s Shoe Ended Up In Dua Lipa’s Wardrobe
An iconic silhouette in the motorsport world, the PUMA Speedcat is now finding a home in the fashion world.
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Tom Brown
An Interview with Motorsports Marshal Yvette
From 6am starts to melting pants, Yvette spoke with The Paddock Journal about her role as a marshal for bike and car racing, and how the uniform keeps…
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The Paddock Journal
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