Business

Why F1 is suddenly selling $20 T-shirts

By Fernanda Tronco TheStreet

Formula 1 (F1) has increasingly partnered with more accessible retail brands as part of a broader strategy to attract younger fans and expand its global footprint.

Once defined by its ultra-premium image, the sport is now leaning into affordability and lifestyle fashion, meeting Gen Z consumers where they already shop. These partnerships are not just about merchandise; they are becoming a key entry point into the F1 ecosystem.

The latest example is a new collaboration between F1 and Aeropostale, bringing budget-friendly apparel to a wider audience and reinforcing the motorsport's shift toward accessibility.

Aeropostale x Formula 1 collection: A low-cost entry into motorsport fashion

Formula 1 (LLYVK) has partnered with Aeropostale to launch a new men's and women's collection, now available online and set to roll out in retail stores nationwide by early May 2026.

A key differentiator in this collection is pricing. Unlike traditional F1 merchandise, which typically caters to premium buyers, Aeropostale's lineup is priced for accessibility. Items range from $16.17 to $65.97 and include jackets, hoodies, sweatshirts, graphic tees, and bottoms at roughly half the cost of standard F1 gear.

This isn't the first collaboration between the two brands. Aeropostale previously released an F1 collection in 2025, according to its official Instagram, signaling an ongoing partnership aimed at scaling reach among younger shoppers.

Both Aeropostale x Formula 1 collections have already gained traction on social media, particularly on TikTok, where users are sharing haul videos and styling content, organically boosting awareness and engagement.

Aeropostale vs. Official F1 store

Compared to Aeropostale's offering, merchandise from the official F1 store is significantly more expensive, ranging from $34 to $379 for full-priced items.

The official store also offers a much broader assortment, with nearly 200 products, including team-specific apparel. In contrast, Aeropostale's collection focuses on the F1 brand as a whole rather than individual teams.

However, Aeropostale holds an advantage in physical retail. Customers can try on merchandise in-store, while the official F1 store primarily operates online, with in-person sales limited only to Grand Prix events.

Wan Mikhail Roslan/NurPhoto via Getty Images

Affordable merchandise as a strategic growth lever

Lower-priced collaborations like Aeropostale's are doing more than just driving apparel sales; they are also serving as customer-acquisition tools.

By reducing the price barrier, F1 is converting younger fans into early consumers who are more likely to engage with sponsors, attend events, and eventually spend on higher-margin products. In this way, accessible merchandise becomes a long-term investment in fan lifetime value, rather than a short-term revenue play.

Gen Z consumers typically have lower discretionary income, since they are financially dependent on their guardians, making sub-$50 price points critical for conversion.

Surge in F1 and sportswear investments

The Aeropostale collaboration reflects a broader surge in fashion and sportswear investment across F1.

Sponsorship spending in this category has increased 75% over the past two years, with at least seven major apparel deals launching in 2026 alone, according to the latest Ampere Analysis study.

Major 2026 apparel partnerships

U.S. growth fuels F1's commercial expansion

Formula 1's global fan base reached 827 million in 2025, up 12% year over year, according to Formula 1 2025 season data. Much of that growth is being driven by the U.S. market.

Since returning to ESPN in 2018, average race viewership has climbed from 554,000 to 1.3 million per race in 2025, a 135% increase, according to ESPN.

This momentum has attracted new capital, with U.S.-based sponsorship investment rising 68% since 2023, according to Ampere Analysis.

While Aeropostale is not an official sponsor, it operates under a licensing agreement that allows it to produce and sell the F1-branded merchandise.

F1 moves from elite audience to Gen Z focus

Historically, F1 targeted affluent audiences, reflected in ticket prices that can exceed $20,000 for premium experiences, depending on the race, according to SeatGeek.

Former F1 CEO Bernie Ecclestone once famously dismissed the value of younger audiences in a 2014 interview, emphasizing a focus on wealthy consumers.

"I'd rather get to the 70-year-old guy who's got plenty of cash," said Ecclestone. "There's no point trying to reach these kids because they won't buy any of the products here and if marketers are aiming at this audience, then maybe they should advertise with Disney."

But that strategy has shifted drastically.

Today, F1 is actively targeting younger, digitally engaged fans through media and entertainment partnerships, including:

  • Netflix (NFLX): "Formula 1: Drive to Survive," launched in 2019, is now in its eighth season, according to Netflix.
  • The Walt Disney Company (DIS): Multi-year "Fuel the Magic" collaboration featuring immersive Grand Prix experiences, co-branded merchandise, and an F1-inspired comics series, according to The Walt Disney Company.

These initiatives have helped reposition F1 as a more accessible and culturally relevant sport.

Rise of accessible F1 merchandise collaborations

Aeropostale is part of a growing list of accessible retail brands bringing F1 merchandise to everyday consumers.

Younger F1 fans become "silent investors"

Younger audiences are now central to F1's growth trajectory.

In 2025, approximately 43% of fans were under 35, up 51 million year over year, with 57% of all new fans falling into that demographic, according to Formula 1 2025 season numbers.

Social media plays a major role. More than four million children aged 8-12 now actively follow the sport across the U.S. and the EU, with 54% of TikTok followers and 40% of Instagram followers being under 25, according to Formula 1 2025 data.

This engagement is increasingly translating into revenue. Around 37% of fans report purchasing F1 merchandise, while 39% of Gen Z consumers say they are more likely to consider products from F1 sponsors, per a Formula 1 U.S. market survey.

More coverage on F1 business:

National Motorsport Academy content specialist Lewis Hallett says brands are drawn to F1 because of the emotional connection fans have with the sport.

"If sponsors can strike an emotional connection with them, then this could help make the fans advocates of their brand too," said Hallett. "This can lead to a positive impact on sales figures, as well as lessen the effectiveness of their competitor's marketing activities."

What it means for F1's future

The Aeropostale x Formula 1 collection is more than just another apparel release. It signals a broader evolution in the sport's commercial strategy.

By blending affordability, fashion, and cultural relevance, F1 is not only expanding its fan base but also building long-term consumer relationships.

In that sense, today's $20 T-shirt may become tomorrow's race ticket, sponsor purchase, or lifelong fandom.

Related: Justin Bieber turns Coachella 2026 into a $5M merch empire

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This story was originally published April 22, 2026 at 4:48 PM.

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