T-Mobile, a partner of the Las Vegas Grand Prix (LVGP), showcased its cultural relevance in motorsports and intersecting communities like fashion, music, and art through innovative race-week activations. In collaboration with Outside Perspective and Race Service, T-Mobile launched a capsule collection featuring exclusive drops, deployed media content, and held discussions on motorsport’s cultural legacy, solidifying T-Mobile’s presence in motorsports culture and beyond.
T-Mobile, a key partner of the Las Vegas Grand Prix (LVGP), engaged in numerous high-profile activations during race week, including live performances, an immersive Sphere Zone, and VIP Hospitality. Seeking to enhance its cultural relevance within motorsports and adjacent communities such as fashion, music, art, and design, T-Mobile aimed to explore fresh avenues of engagement.
To achieve this goal, Outside Perspective (OP) devised a strategy to embed T-Mobile within motorsport culture, enhancing its resonance across intersecting communities. OP partnered with Race Service, a leading motorsport culture agency, to create a capsule merch collection and multimedia content celebrating the heritage of the LVGP.
The approach centered around an in-depth exploration of the origins of the Las Vegas Grand Prix, originating from the 1980s races held at Caesar’s Palace. This historical lens informed the design of the garments and the creative direction of the accompanying video and photo content, merging retro inspiration with a contemporary aesthetic.
CAPSULE COLLECTION
The capsule collection consisted of a hat, t-shirt, and hoodie and was released in two formats:
INFLUENCER & VIP KIT
Included two T-shirt colorways, two hat colorways, and a hoodie.
Presented exclusively in T-Mobile’s premium hospitality suite at the Wynn, known as the T-Mobile Tower.
CONSUMER DROP
Included two hat colorways.
Released through a drop event at T-Mobile’s flagship store on the Las Vegas Strip.
Full collection was merchandised through experiential retail environmente on the Las Vegas Strip.
CONTENT
To further drive engagement, Race Service produced a 60-second film that fused fashion and design storytelling with dynamic motion graphics and a curated photo shoot. This content elevated the collection's narrative, emphasizing the cultural bridge between motorsport and contemporary style.
AMPLIFICATION & COMMUNITY
Amplification was a key priority. OP and Race Service collaborated to craft a robust plan, leveraging both T-Mobile’s and Race Service’s channels to engage opinion leaders, tastemakers, and influencers. The strategy aimed to create a buzz around the collection, ensuring consumer demand through targeted storytelling and exclusive previews.
As part of the initiative, Race Service's creative director, Rod Chong, led a discussion at the T-Mobile Tower, engaging influencers and media on the role of culture in motorsport. The session highlighted how the collection drew inspiration from the rich heritage of motorsport in Las Vegas. Chong emphasized how Race Service strategically incorporated this heritage into the collection, crafting compelling narratives that enhanced both its cultural relevance and storytelling impact. This approach not only celebrated Las Vegas's motorsport legacy but also demonstrated how authentic storytelling can resonate with diverse audiences.
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