Louis Vuitton has officially entered the fast lane, securing a 10-year partnership with Formula 1. Announced on January 30, 2025, the agreement places the brand at the center of the sport’s most iconic moments as the motorsport championship marks its 75th anniversary. With a presence at key race destinations, the brand is set to leave its mark on the competition, engaging both athletes and fans alike.
This collaboration aligns with the broader LVMH partnership announced in October 2024, establishing the group as a Global Partner of Formula 1. Innovation remains a shared foundation for both Louis Vuitton and the motorsport series, as each continuously pushes boundaries in its respective field. As Formula 1 evolves into a cultural phenomenon that intertwines fashion, entertainment, and sport, Louis Vuitton’s role reinforces its status within this dynamic landscape.
With major shifts in the driver lineup adding intrigue to the upcoming season, Louis Vuitton will maintain a strong visual presence throughout the races. This includes trackside branding, a first for the brand at a sporting event. The Trophy Trunk, a now-iconic symbol of victory, will be showcased before and after races, culminating in its grand appearance on the podium to honor the winning driver.
The 2025 Formula 1 season begins in Melbourne on March 13, with the race scheduled for the 16th. Louis Vuitton is making an immediate impact by becoming the Title Partner for the Formula 1 Louis Vuitton Australian Grand Prix 2025. The brand will be present at key moments, including the opening ceremony and the podium celebrations, continuing its signature message: “Victory travels in Louis Vuitton.”
Louis Vuitton’s connection to Formula 1 was initially established through a partnership with the Automobile Club de Monaco, during which it designed and presented the Trophy Trunk for the Monaco Grand Prix between 2021 and 2024. However, its expertise in creating victory trunks extends beyond motorsport. The brand has crafted trophy cases for some of the most prestigious sporting competitions worldwide, including the FIFA World Cup, the Ballon d’Or, the Olympic and Paralympic Games Paris 2024, and the America’s Cup.
Each of these Trophy Trunks is crafted at Louis Vuitton’s historic Asnières atelier, a location deeply tied to its legacy. It was here, under the leadership of Georges Vuitton, that the first automobile trunks were designed as early as 1897. Anticipating the rise of the automobile era, Georges Vuitton innovated with a durable canvas material known as “Vuittonite,” built to withstand exposure to the elements. This early commitment to functionality laid the groundwork for the durable Monogram canvas used in trunks today.
Beyond trunk-making, Louis Vuitton has a long-standing history with the automotive world. In the 1990s, it launched its own motorsport events, starting with the Louis Vuitton Classic Runs and later evolving into the Louis Vuitton Classic and Design Awards in 2006. These initiatives celebrated automotive craftsmanship, reinforcing a connection between precision engineering and refined design.
From the Asnières workshop to the Formula 1 paddock, the values of expertise, teamwork, and precision unite the two entities in a relentless pursuit of victory. The latest Trophy Trunks, wrapped in the signature Monogram, will feature a prominent “V” motif, with a customized color scheme for each race, maintaining an element of individuality across the season. As Formula 1 continues to gain momentum worldwide, the sport’s defining moments will be witnessed by an ever-expanding audience. Every victory is immortalized, carrying forward a tradition that honors champions and solidifies its place within elite sports.
Pietro Beccari, Chairman and CEO, expressed pride in the partnership, emphasizing a shared drive for innovation, craftsmanship, and precision. He highlighted the connection between the expertise of ateliers and garages, as well as the skill of artisans and engineers, all coming together to honor the achievements of champion drivers striving for excellence with every race.
Stefano Domenicali, President and CEO of Formula 1, described the collaboration as a union of two global icons bound by a passion for creativity, excellence, and innovation. He noted that Louis Vuitton’s involvement enhances the sport while reinforcing the connection between luxury, craftsmanship, and top-tier automotive competition. With 2025 set to be a defining year for Formula 1, he welcomed the partnership as an exciting way to begin the season.
