James Hunt casts a long shadow.
It’s now 50 years since he won his F1 world championship, and he still has a huge appeal. It’s been very rewarding to see a wide range of James Hunt branded licensed products make it to market, which make use of the style guide which we developed. And nice to see Oscar Piastri sporting a hat featuring our graphics!
It’s not always easy to demonstrate the value of design, in this instance there is plenty of evidence.
The products include apparel collections from James Hunt McLaren Racing x PUMA Group, Racing Spirit, Amazon and a The Goodwood Group Collection; a Funko Pop vinyl character, and a miniature replica helmet and car.
The target audiences of the apparel ranges closely match our two target segments: older, longtime F1 fans and a new generation of motorsport fans who are frequently introduced to the sport through Netflix’s Drive to Survive series. We designed differing looks for these audiences, find out more in our case study here.
The product launches generated hundreds of thousands of engagements on social media, which have led to new licensee enquiries.
A huge amount of work has gone on behind the scenes to make this happen. Among these are the James Hunt Estate, Global Trademark Licensing who are responsible for licensing the brand, and Tim Collins who manages it.
