Pacsun Sees Growth at Formula 1 Austin Pop-Up

The clothing retailer reports record trackside sales during the Formula 1 United States Grand Prix weekend in Austin.

Updated on Oct. 27, 2026 in Motorsports

Expressive sports illustration featuring racing-themed gear and Western-style boots, representing the intersection of fashion and motor racing culture. — Pacsun reported a 19% sales increase during its pop-up shop operations at the Formula 1 United States Grand Prix in Austin, Texas. AI Illustration. Upload story photo >

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Pacsun operated a signature red trackside shop in Austin from October 23 to October 26, 2026. The retailer reported a 19% increase in sales this year compared to 2025.

Why it matters

The collaboration highlights the increasing intersection between racing culture and regional fashion trends. Pacsun has successfully merged Texas-inspired Western designs with Formula 1 heritage to drive consumer demand.

Pacsun saw a 19% increase in trackside sales during the 2026 event compared to the previous year. Items in the collection ranged from $30 for accessories to $150 for outerwear.

The players

Pacsun

This is a California-based clothing retailer known for its focus on surf and skate culture that has expanded into racing-themed apparel.

Formula 1

This is the premier international class of auto racing that organizes the Formula 1 United States Grand Prix.

The details

The pop-up shop featured a collection blending vintage racing graphics with Western elements such as cowboy hats and washed denim. The retailer has been operating in this space since first establishing a partnership with Formula 1 in 2023.

Pacsun launched its first pop-up shop in Austin during 2023.
The red trackside shop operated from October 23, 2026 to October 26, 2026.

Season Trajectory

The 2026 results represent a significant expansion of the commercial trajectory set by the first Austin pop-up in 2023. This sustained growth reflects the deepening integration of lifestyle brands into the broader Formula 1 race weekend ecosystem.

Shoppers can expect continued availability of niche, racing-inspired Western apparel as these collaborative collections prove financially viable for the brand. The pricing structure for these exclusive items remains consistent with current mid-range retail apparel trends.

The takeaway

Retailers are increasingly leveraging high-profile sporting events to debut regionally tailored merchandise. Consumers interested in these collections should monitor event calendars for early access to limited-edition seasonal items.