Racing Bulls Unveil Special 'Tortoise' Livery for United States Grand Prix

Racing Bulls has revealed a brand-new livery for the United States Grand Prix, in partnership with Cash App and country star Shaboozey. Isack Hadjar and Liam Lawson will race with a strikingly different-looking Racing Bulls car this weekend, as the Faenza-based squad has shown off the livery with which it will race at the Circuit of the Americas in Texas.

Why it matters:

Racing Bulls' new 'Tortoise' livery for the US Grand Prix is more than just a visual update; it reflects the team's aggressive strategy to blend motorsport with pop culture, enhance brand identity, and boost commercial success. This approach aims to capture a younger, Gen Z audience, distinguishing Racing Bulls within the highly competitive F1 landscape. It's a strategic move to secure new partnerships and expand their global footprint, moving beyond a sole focus on junior driver development.

The Details:

• Cash App Partnership: The team's VCARB02 cars will feature a black and amber tortoise pattern, inspired by the new Cash App Tortoise Card, a prepaid Visa debit card product launched in the US.
• Comprehensive Branding: The new livery will extend beyond the cars to include driver race suits, team kit, and the garage, ensuring a unified and impactful visual presence.
• Celebrity Collaboration: Country music star Shaboozey, known for his hit 'A Bar Song (Tipsy)', collaborated with former Barstool Sports personality Caleb Pressley for a video spot revealing the new car, aiming to amplify the launch's cultural reach.
• Cultural Integration: Team CEO Peter Bayer emphasized the team's unique approach, stating, “These special liveries have become part of our identity; moments where motorsport meets music, fashion, and creativity.” Austin, Texas, is highlighted as the perfect venue to launch this bold expression.
• Third Special Livery: This marks the third special livery for Racing Bulls this year, following unique designs for the Miami and British Grands Prix. Previous activations included pink 'Summer Edition' cans in Miami and a HUGO boss collaboration with Nigerian artist Sloan at Silverstone.
• Gen Z Focus: Bayer previously discussed the team's embrace of 'Gen Z' in social media and brand activations, transitioning from a solely junior development team (as AlphaTauri) to a commercially successful operation with a clear identity within the Red Bull family.

Between the lines:

Peter Bayer elaborated on Racing Bulls' philosophy, comparing it to the multi-layered operations of brands like Vans. He explained that just as Vans blends a skate park 'fun' culture with serious business operations, Racing Bulls integrates 'skateboarding, music, and fun stuff' on the 'first floor' with hardcore F1 engineering and business on the 'third floor'. This conscious decision turns the 'hardcore business into an entertainment experience', appealing to a wider audience while maintaining high-performance standards.

What's next:

This consistent strategy of unique liveries and cultural collaborations indicates Racing Bulls' ongoing commitment to carving out a distinct brand identity in Formula 1. Expect to see further innovative partnerships and creative activations as the team continues to leverage its 'Gen Z' appeal and commercial drive to expand its fan base and attract new sponsors, ultimately solidifying its position as a dynamic and commercially astute entity within the Red Bull motorsport empire.