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The New York Shift is a forward thinking social media marketing agency driven by the pulse of New York's energy and creativity. We specialize in helping brands pivot, grow and stand out in today's dynamic marketplace.

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What started as a space for ideas in motion is evolving into something bigger.
The Shift is coming. 🗞️
#thenewyorkshift

Still taking in the fact that I got to attend the Miami Grand Prix this past weekend. Being there in person surrounded by the energy, the teams, the fashion, and the culture was surreal.

What stood out the most was just how immersive the entire experience was. From the outfits people wore to the different zones around the track, pop-ups, and events, every detail was thoughtfully curated. The fans were all in so passionate, stylish, and fully invested in the world of Formula 1.

So grateful for this experience and even more excited for what’s to come. I can’t wait to explore more races in new places and continue building something that blends the worlds of Formula 1, fashion, and marketing.

Damson Idris at the Met Gala: A Masterclass in Movie Marketing

Last night, Damson Idris walked the Met Gala red carpet not just in style, but with strategy. His appearance wasn’t just about fashion, it was a huge move to promote the upcoming F1 movie, in which he stars alongside Brad Pitt.

Leveraging one of fashion’s biggest nights to spotlight a motorsport film? That’s a shift worth talking about. The blending of entertainment, fashion, and Formula 1 is no longer niche, it’s the future of marketing.

@f1 @f1movie

JLO pulled up to the Saudi Arabian Grand Prix in a custom pink latex catsuit by Usama Ishtay, styled with By Hadia Ghaleb shades. The look channeled F1 race suit vibes and posing next to Ferrari? PR gold.

Watches have always had a place in Formula 1–but now? They’re the thing.
From race-day wrist shots to team partnerships, timepieces are as much a part of the sport’s identity as speed and precision.

This week at Watches and Wonders (aka the Met Gala for luxury timepieces), the most prestigious luxury watch fair in the world, F1’s influence was impossible to miss.
Brands showcased designs inspired by racing, highlighted their collaborations with drivers, and leaned into the shared values of innovation, craftsmanship, and legacy.

It’s more than branding, it’s storytelling through speed, design, and detail. Formula 1 is setting the pace, and the watch world is following closely behind.

Beauty meets motorsport 💄🏎️

Charlotte Tilbury has partnered with Chloe Chong, the youngest driver in the 2023 F1 Academy season, marking a bold move into the racing world.

With F1 Academy growing and motorsport attracting a wider audience, brands like Charlotte Tilbury are tapping into this shift. But why beauty and racing? As more women engage with the sport, partnerships like this signal a changing industry, one where fashion, beauty, and motorsport collide.

Could this be the start of more beauty brands entering the motorsport scene?

Two years ago, I walked into PacSun and saw a Formula 1 hoodie. At the time, I wasn’t even watching the sport, but I bought it because it looked cool. Fast forward to today, and brands like PacSun, Abercrombie, and Hollister are still dropping F1-inspired collections and they’re selling out fast.

So how did mall brands make F1 merch mainstream? And why are people who don’t even watch F1 wearing Red Bull and McLaren hoodies?

It’s all about lifestyle branding. These brands didn’t just sell F1 merch, they made it part of a bigger aesthetic. The designs feel like streetwear, with vintage graphics, oversized fits, and washed out colors things people already love. F1 logos became more than just a sports reference; they became a fashion statement. Just like people wear vintage NASCAR tees without following racing, F1 merch taps into that same crossover appeal.

Add in the sport’s global rise thanks to Drive to Survive, and suddenly, F1 gear is just as much about the vibe as it is about the sport.

And it’s about to grow even more. With the Formula 1 movie starring Brad Pitt coming out this June, I think we’re going to see a new wave of people getting into the sport just like Drive to Survive did. More eyes on F1 means more demand for the lifestyle that comes with it. This could be huge for F1 fashion, branding, and collaborations.

Pop-ups are getting bigger and bolder—literally. From Jacquemus’ giant Le Bambino bag store to PUMA’s full scale racing car pop up in Shanghai, brands are turning experiential retail into an art form.

This oversized marketing trend is reshaping how consumers interact with brands, merging fashion, storytelling, and immersive experiences. @shopdropdaily

Throw Back Thursday🏁

F1 fashion has come a long way. Back in the day, racing suits were all about function and built for protection, not style. But by the 1970s, F1 had exploded in popularity, and drivers became household names. With that came a whole new level of influence. Take James Hunt, for example he was just as known for his fearless driving as he was for his effortless, scruffy T-shirt and jeans look. Fast forward to today, and F1 fashion is bigger than ever. Ferrari even has its own fashion line that debuted at Milan Fashion Week in late 2024, and teams are rocking custom fits from luxury brands. From race suits to runways, F1’s impact on fashion is undeniable. #tbtf1

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