The project
The Audi Revolut F1 Team built a merchandise collection around one thing it does really well: letting fans shop by driver, not just by team.
How it scored
Product: 8.2
Solid team-branded apparel, well executed for the category, though the individual pieces themselves aren't radically different from typical F1 merch.
Branding: 8.8
The team identity comes through strongly and consistently across the collection, giving each driver's line its own personality while staying clearly part of one team.
Activation: 7.5
It's for sale, which caps how far it can travel, but letting fans pick a driver rather than just a team gives them a much more personal reason to buy.
The verdict
A simple structural idea, shop by driver instead of just by team, that creates a noticeably stronger fan connection.