Everything new in Formula 1 for the United States Grand Prix Liveries, racing suits, helmets and collections: everything happening around the race in Austin

The weekend of the season is almost here: the United States Grand Prix, when the Formula 1 paddock fills with cowboy hats, denim and boots. On Sunday in Austin, Kimi Antonelli will attempt to secure the World Championship, although wrapping up the title at this race will require a combination of results that is far from guaranteed. Around the circuit, meanwhile, the weekend is already taking shape.

Once again, the Texas event is proving particularly prolific in terms of collections and collaborations, with a recognisable dress code that teams, drivers and sponsors are each interpreting in their own way. And the teams’ communications, of course, are jumping on the bandwagon with plenty of “yeehaw”, “Wild West” and references to cowboy imagery.

For Haas and Cadillac, the two home teams, it represents a particularly important commercial opportunity. But Austin is a key event for every team and their respective partners, who use the weekend to connect with the American public through initiatives extending beyond the circuit. Even more so this year, with the championship implications promising to attract even greater attention. Here, then, is our round-up of the liveries, caps, helmets, capsules, pop-ups and activations of every kind that will accompany the Grand Prix.

The official dress code

Let’s begin with the final moment of the race weekend: the podium, where even the trophy ceremony will have its own dress code. Pirelli has created a special podium cap featuring desert camouflage, rattlesnakes, cacti and Texan stars, completed by a black visor and golden laurels. The trophy, meanwhile, will be accompanied by the Louis Vuitton Trophy Trunk, where the Monogram meets red and blue bands forming the V of “Victory” and “Vuitton”, alongside the patch that defines the series of trophy cases.

The weekend’s most eye-catching accessory, however, will not be worn by anyone. In recent days, COTA and Tecovas unveiled a giant cowboy hat-shaped installation, with a bar set up underneath it. According to the circuit, the structure is intended to remain in place even after the weekend.

Then there are the collections dedicated to the race, a now-familiar tradition that returns throughout the calendar with a different interpretation at every stop. In Madrid, for example, Pompeii designed the Grand Prix’s official capsule, while in Texas the inevitable starting point is the western look, as confirmed by the limited-edition Formula 1 × Allens Boots available at the F1 Hub. The new F1 × NAHMIAS capsule, the second collaboration following Miami, instead references Austin sunsets and vintage motorsport aesthetics. Completing the official catalogue are the Peanuts × Formula 1 and F1 × Ford Racing collaborations, as well as the Disney collections, including Disney/Pixar Cars × Formula 1 and Disney × F1 Academy.

The teams’ projects

Let’s start with Ferrari’s new look. Together with HP, the Italian team has created a livery decorated with sketches and technical drawings, reproducing on the bodywork the original designs behind the car’s development. Lewis Hamilton and Charles Leclerc will wear red-and-white racing suits, accompanied by matching shoes that will also be available as PUMA replicas.

Mercedes is also changing colours for Austin through MANUFAKTUR, the customisation programme for its road cars. The single-seaters feature blue accents, while Kimi Antonelli and George Russell will wear racing suits in two different shades of the same colour. The concept continues beyond the race: throughout the weekend, the two drivers will use customised Mercedes-AMG road cars matching the colours of their respective suits.

Red Bull has used the Ford Raptor pick-up as inspiration for its teamwear, drivers’ suits and garage graphics, while McLaren is heading to Texas with a PUMA collection celebrating the 50th anniversary of James Hunt’s title. Cadillac, meanwhile, has taken the western aesthetic directly onto the car - with graphics inspired by the embroidery of cowboy shirts and the stitching of jeans - and into its capsule with Tommy Hilfiger, which includes a denim jacket.

Williams has also introduced a denim jacket and matching caps, created with New Era, while displaying its Doctor Doom-inspired Marvel show car at the city’s Fan Zone. Haas is renewing its collaboration with TOHO for Godzilla Minus Zero, which will appear through graphics on the car, details on the racing suits and shoes, and a capsule of hoodies and T-shirts. Then there is Aston Martin, celebrating five years with Cognizant through a special livery and presenting a collection of padel rackets and bags with Padeltek, accompanied by an event at Austin’s Padel Society. For Alpine and Audi, finally, the main reference comes through their headwear: New Era has created a blue denim design with a beige visor for the former, while adidas has designed the latter’s driver cap.

The drivers’ projects

After arriving in Texas, Kimi Antonelli visited the training centre and then the arena of the San Antonio Spurs. In Austin, he is also presenting “queso & pepe”, a meeting between Italian cuisine and Tex-Mex created with chef Kristen Kish and Muse, Meta’s AI assistant. The dish features in a dedicated reel and will be served from a specially created food truck.

Lewis Hamilton, meanwhile, is bringing his archive to House 44, the hospitality space developed with Soho House and the F1 Paddock Club, which will host a selection of helmets from throughout his career alongside Plus44 pieces. Max Verstappen’s helmet features denim-effect details and his lion wearing a cowboy hat, which also appears throughout the Austin Cowboy Collection by his Unleash the Lion brand.

And there is more. Lando Norris has opened Lando’s Original Service Dept, a pop-up inspired by American garages and petrol stations from the 1970s, where a collection including worker jackets, cardigans and patches will be unveiled. Daniel Ricciardo returns with Enchanté and Ford Racing, through a new collection and a pop-up at Distribution Hall. Liam Lawson, meanwhile, is taking the Taylor LL30 GS Mini Special Edition onto the stage at the Racing Bulls Garage Sessions: a pink-and-white guitar featuring the number 30, which he will play alongside his brother and two childhood friends.

These are only some of the initiatives accompanying a Grand Prix that could also prove historic on the track. Following the recent announcement of Formula 1’s return to Africa, an even longer wait could come to an end in Austin: Italy has not had a Formula 1 world champion since Alberto Ascari claimed the title in 1953. While awaiting the final verdict, there will be plenty to observe around the circuit.