Formula 1 x Wildside
by Yohji Yamamoto
ROLE: Design Lead
CLIENT: Pacsun
Against the high-octane backdrop of the 2024 Formula 1 Heineken Silver Las Vegas Grand Prix, Pacsun and Formula 1 introduced a limited-edition WILDSIDE capsule, curated by visionary designer Yohji Yamamoto. Infusing fan fashion with luxury aesthetics and the sport’s trademark innovation
Online
The collaboration digitally debuted with a social media tease, revealing the collection name and sleek, Formula 1–inspired imagery to build anticipation. The capsule then launched exclusively on Pacsun.com a few days ahead of the Grand Prix, creating urgency and driving early demand before its trackside release.
IRL
For the in-person moment, Pacsun partnered with Resorts World Las Vegas, transforming the skyline into a celebration of the collection. Giant projections of the collaboration wrapped the building, surprising fans and amplifying buzz as the city prepared for the 2024 Formula 1 Heineken Silver Las Vegas Grand Prix.
