Formula 1 has announced a new partnership with Pottery Barn Kids and Pottery Barn Teen, both brands under the Williams-Sonoma, Inc. umbrella, to launch a collection of race-inspired furniture and accessories. The move comes just a week after Audi revealed its new multi-year apparel partnership with adidas, highlighting how F1 continues to extend its reach well beyond the track.
The collection, which is available now, includes bedding, rugs, décor, and accessories for children and teens. The designs channel the spirit of race day through a bold palette of racing red, jet black, white, and metallic accents, while checkered patterns and car motifs bring the look and feel of the track into everyday spaces. Pottery Barn Teen’s offering even extends to modern lighting shaped by wheel motifs and rugs styled as artful homages to circuits.
“Formula 1® represents innovation, speed and excitement,” said Jennifer Kellor, President of Pottery Barn Kids and Pottery Barn Teen. “Our collaboration combines our commitment to sustainability and quality home furnishings with the energy of Formula 1® in a way that feels bold, elevated, and authentic.”
Emily Prazer, Chief Commercial Officer of Formula 1®, echoed that sentiment, noting: “The Formula 1® for Pottery Barn Kids and Pottery Barn Teen collections will bring the thrill of racing into the rooms of young fans who share our passion for speed. This exciting collaboration is a great example of Formula 1 innovating and partnering with leading brands to identify new and creative ways to show up for our fans.”
BEYOND THE TRACK F1’s EXPANDING MARKETABILITY
The collaboration reflects Formula 1’s rapid commercial evolution under Liberty Media ownership, especially in North America. Once underexposed in the U.S., F1 now finds itself riding a wave of newfound popularity fueled by the Netflix Drive to Survive series and a slate of North American races on the calendar, including Miami, Austin, Las Vegas, and Mexico City.
For fans, the Pottery Barn Kids and Teen tie-in offers an easy, accessible way to express their passion for the sport. Products like themed bedding or beanbags mean that fandom can extend into daily living spaces, giving young supporters tangible connections to the world’s most prestigious racing series.
POPULARITY A DOUBLE-EDGED SWORD
Yet, while the collaboration underscores Formula 1’s mainstream appeal, it also raises questions about the longevity of the sport’s meteoric growth. In some ways, the trajectory feels similar to NASCAR’s explosive rise in the 1990s and 2000s, when the stock-car series broke into the mainstream through consumer products, national sponsorships, and wider media coverage—only to plateau and decline once oversaturation set in.
Having F1-branded furniture and accessories in Pottery Barn might signal an unprecedented level of reach, but it also prompts the question: will the sport’s allure eventually soften should the branding become ubiquitous? For now, F1 enjoys the halo effect of being aspirational and exclusive, but its strategy of expanding into lifestyle markets carries the same risks that come with mass exposure.
BROADER CONTEXT
Audi’s recent partnership with adidas shows how teams are also leaning into global consumer brands to enhance relevance and exposure ahead of the marque’s 2026 entry into the championship. By comparison, the F1-Pottery Barn collaboration highlights how the commercial rights holders are pushing the entire sport into broader cultural spaces, aiming to connect with the next generation of fans in ways traditional motorsport has never attempted.
Whether this signals a permanent shift in fan engagement or a flash of trend-driven growth remains to be seen. For now, F1 enthusiasts—young and old—have one more way to bring the race-day experience home, whether it’s through a carpet featuring a track map, an F1 neon sign or a beanbag styled for comfort in the paddock of one’s own bedroom… or garage.
RELATED LINKS
Pottery Barn Kids F1 Collection
Pottery Barn Teen F1 Collection
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