The Puma deal kicked off Miami Grand Prix weekend with a trackside panel and celebration.
Formula 1 has experienced massive growth recently: cumulative TV audiences have reached 1.5 billion viewers, race attendance reached record levels in 2022 and the sport is also growing rapidly on social media platforms.
“When I look at Formula 1 I can put them on the board with the Tiffanys of the world,“ Jones said of the global recognition of the sport, echoing the growth the F1 brand possesses. “That is a way that I can see my point of view and I think it really speaks to a more fashion customer,” she said, blending fashion, sport and lifestyle. “It’s very wearable. Nowadays everything is so gender-neutral. I can see a couple guys in the biker shorts, too.”She spoke of how the sport has transformed and is reaching a growing female audience, but pointed out, “We haven’t seen a woman behind the wheel and Formula 1 car since 1976.
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