Racing Bulls Unveils Bold New Identity at Silverstone with Slawn Collaboration
At the heart of the 2025 British Grand Prix, Racing Bulls has unveiled a striking transformation that goes far beyond aesthetics. The Faenza-based team, once seen as the younger sibling to Red Bull Racing, is redefining its identity through a bold collaboration with Nigerian-British artist Slawn and fashion powerhouse Hugo. This partnership marks a new chapter in how Formula 1 teams engage with culture, creativity, and community.
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A Fusion of Art and Motorsport
The newly revealed livery on Racing Bulls’ cars is a vibrant explosion of graffiti-style artistry, reflecting the dynamic vision of Slawn (Olaolu Akeredolu-Ale), whose work fuses his Yoruba heritage with the raw energy of urban London. Known for high-profile collaborations with brands like Louis Vuitton, Rolex, and Ferrari, Slawn now adds Formula 1 to his impressive portfolio—making history as the first artist to have his artwork race at 200 mph on an F1 car at Silverstone.
“It was very collaborative,” Slawn explained about the design process. “You’ve got to think about the curvature and everything… I don’t think I’m equipped to make any changes for the car to go faster, so I’ll just give them some graphics.”
Beyond the cars driven by Liam Lawson and Isack Hadjar, Slawn’s influence extends to their race suits and staff kits, all adorned with the same energetic, graffiti-inspired visuals.
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Visionary Leadership Driving Change
Peter Bayer, CEO of Racing Bulls, emphasized the significance of this creative leap:
“Slawn’s work is unlike anything we’ve seen in Formula 1, and that’s exactly why this collaboration felt right. Partnering with Hugo and Slawn has allowed us to push creative boundaries in a way that reflects the bold identity of our team. Silverstone is a massive moment in the season, and we’re proud to bring something completely original to our fans.”
James Foster, Senior Vice President of Global Marketing at Hugo Boss, echoed this sentiment:
“Witnessing the big reveal of Slawn’s fresh, energetic art on the Racing Bulls team’s new livery and his exciting takeover of the Hugo x RB collab has been inspiring, and will consolidate Hugo’s ambition to take F1 further off-track and into culture. This collaboration is a brilliant demonstration of the power of going your own way, which is at the core of Hugo’s DNA.”
Cultural Engagement Beyond the Track
The cultural impact of the collaboration isn’t limited to the paddock. In East London, Slawn’s community café, Beau Beau’s, has been transformed into the Hugo Race Car Café, offering fans who couldn’t attend the British GP an immersive F1 experience. Complete with custom window vinyls, branded coffee cups, and an F1 simulator, the space bridges motorsport culture with everyday life.
Interestingly, Slawn admits he wasn’t a lifelong F1 fan before this project. However, he found inspiration in figures like Ayrton Senna and now shares a growing appreciation for the sport alongside his young, car-obsessed son—symbolizing a generational shift in how F1 connects with new audiences.
A Grand Prix Full of Highlights
The British GP weekend featured numerous standout moments across the grid. Max Verstappen secured pole position in dramatic fashion, overtaking McLaren’s dominance during qualifying. Fans were treated to appearances from celebrities such as skateboard legend Tony Hawk and UK Prime Minister Rishi Sunak, while legends like Lewis Hamilton continued to draw attention both on and off the track.
Behind the scenes, teams showcased camaraderie and innovation, with drivers like Lando Norris and Oscar Piastri engaging fans through exclusive garage access and interactive events. The event also highlighted rising stars like Oliver Bearman and Gabriel Bortoleto, signaling the future of the sport.
As Formula 1 continues to evolve, Racing Bulls’ bold move demonstrates how the sport can embrace art, culture, and inclusivity—without compromising performance.
