McLaren Formula 1 driver Lando Norris has been revealed as the star of the latest campaign for Ralph Lauren Fragrances’ Polo Red eau de toilette. The brand’s best-selling fragrance, known for its embodiment of speed and adrenaline with energizing notes of citrus and coffee, finds its match in Norris, one of F1’s top-ranked drivers.
Having already secured two Grand Prix victories this year, Norris exemplifies the essence of Polo Red with his relentless drive and fearless ambition, according to the brand. These qualities align seamlessly with the spirit of the fragrance, which represents the pursuit of dreams and the thrill of speed — key components of both the world of racing and Ralph Lauren’s design ethos.
Related Articles
“Lando Norris’ relentless drive, unwavering focus, and fearless ambition are the embodiment of the Polo spirit,” Charles Finaz de Villaine, global president of Ralph Lauren fragrances, exclusively told WWD. “This year alone, he has already achieved three race wins, six pole positions, 10 fastest laps and 24 podiums in Formula 1 — he’s truly at the top of his game.” Finaz de Villaine added that ultimately the brand looks for authenticity in its celebrity partners. “In partnering with Lando, it was critical that the content we created was true to him and felt natural — highlighting his charismatic personality and athletic abilities, while still embodying the Ralph Lauren spirit. Authenticity has always been, and will continue to be, the driving element of any partnership, campaign, or launch we put forth.”
You May Also Like
The partnership arrives as Formula 1 continues to expand its global reach, thanks in part to some of today’s biggest fashion brands spearheading this new category in sports ambassadorships, such as Tommy Hilfiger, Boss, Tumi, Puma and Netflix’s popular “Drive to Survive” series. The show has helped introduce the sport to a younger, wider audience. According to ESPN, Formula 1’s 2022 season saw a 28 percent increase in viewership, with an average of 1.2 million people tuning in per race. The collaboration between Norris and Ralph Lauren taps into this expanding fan base, particularly among younger, fashion-forward audiences. Finaz de Villaine said tapping Norris is “modernizing and elevating” Polo Red’s marketing.
“The new campaign shot by Nathan Copan will reveal an intense visual world that encapsulates the fast-paced, exciting universe of racing — and this new visual DNA will fuel everything from our digital assets to our merchandising,” Finaz de Villaine said. “When it comes to Polo Red EDT’s scent profile, we’ll be focusing on the addictive coffee notes within the fragrance as we’ve continued to see strong interest online for coffee.” Next year in March, the brand will introduce a new racing edition bottle inspired by Ralph Lauren’s iconic racing jackets.
This is not the first time Ralph Lauren Fragrances has aligned with the sports world. Earlier this year, the brand launched Polo Est. 67, an eau de toilette with a campaign featuring New York Yankees captain Aaron Judge. By partnering with influential athletes, Ralph Lauren continues to strengthen its connection with high-performance lifestyles. “At Ralph Lauren Fragrances, our celebrity partnerships are guided by the idols of Mr. Lauren himself,” Finaz de Villaine said. “Heroes, from the iconic greats of baseball, boxing, and racing to larger-than-life movie stars, populated his dreams and inspired his own incredible journey. Today, we leverage these dreams and reinterpret them with the heroes of today.”
Norris, no stranger to fashion partnerships, also fronted a campaign for British label Reiss earlier this year, alongside fellow McLaren driver Oscar Piastri. That collaboration introduced a McLaren-branded apparel collection for men, women, and children.