NAHMIAS and Formula 1 launch Miami Grand Prix capsule in pop-up debut

Miami Grand Prix weekend just became a place to shop, not just spectate. Formula 1 and NAHMIAS launched a capsule built around moto jackets, technical track sets, hoodies, fleece and tees, with the collection going on sale May 1 on the F1 Store and NAHMIAS’ official site. The Miami pop-up opened at 151 NE 41st Street in the Miami Design District and runs through May 4, then stays on as a full NAHMIAS retail space for the rest of May.

The clothes lean into racing without slipping into costume. The strongest pieces are the moto jackets and technical track sets, which translate Formula 1’s sharp, engineered look into something you could actually fold into a city wardrobe. The hoodies, fleece and tees carry the easier entry point, especially where co-branded Formula 1 and NAHMIAS graphics sit beside references to the brand’s Miracle Academy line. The collection is inspired by traditional racing aesthetics and driver suits, but the better pieces feel like streetwear first, souvenir second.

That balance is exactly why the drop matters. Formula 1 says the collaboration is part of a broader push to evolve into a lifestyle brand and reach fashion-first audiences, with a global fanbase of more than 827 million. Emily Prazer, Formula 1’s chief commercial officer, has framed the partnership as a way to bring the sport’s energy and attitude into modern streetwear and give fans new ways to connect with Formula 1 beyond the track. In Miami, where race-week fashion already competes with the grid for attention, that strategy feels especially pointed.

Sir Jackie Stewart fronts the campaign, a smart choice for a project that wants prestige as much as speed. NAHMIAS, founded in 2018 by Doni Nahmias, has always pulled from California surf, skate and music culture, but the brand’s language of uniforms, precision and intention lands naturally in Formula 1 territory. Nahmias has said he first became more deeply engaged with Formula 1 through Charles Leclerc about seven years ago, after previously dressing the Ferrari driver and working with him on a Puma collection. That link gives the capsule a real fashion backbone, not just a licensing one.

Formula 1 says the collaboration will extend to select Grands Prix later in the season, with more location-specific drops to come. For now, Miami has the right formula: a rarefied sports partnership, a retail address in one of the city’s most visible fashion neighborhoods, and enough brand recognition to travel well beyond the paddock.