Santander and Working Title Launch Exclusive Collection for Formula 1 Fans

Inspired by the visual codes of racing and featuring real fragments from Formula 1 cars, the collaboration brings the sport’s history into fashion as part of Santander’s broader strategy to turn fan passion into cultural relevance

As a global sponsor of Formula 1, Santander is entering a new phase of its motorsport initiatives in Brazil with the launch of Fragmentos, a collection created in collaboration with Working Title, a Brazilian brand operating at the intersection of fashion, culture and community. With strategy and creative concept developed by Droga5, the exclusive pieces draw inspiration from the symbols, memories and visual codes that define the world of F1. The collection will be available beginning November 3 through Working Title’s website.

The idea was born from the emotional connection fans build with the sport. Cars, components and other elements that make their way onto the track become more than technical objects. They become physical records of races, drivers and defining moments. Fragmentos draws on this relationship, transforming symbols of the sport into pieces fans can now wear.

The collection features five pieces. The S Jacket translates the sweeping curves of racetracks into its construction, creating a silhouette that also references Santander’s initial. The polo shirt draws from team uniforms, the scarf reflects the presence and energy of fans, and the cap reinterprets one of the most recognizable accessories seen throughout race weekends.

The piece that gives the collection its name is also the one that most literally incorporates Formula 1 into its design. The Fragmentos Jacket features sections of sidepods, the aerodynamic bodywork positioned alongside the cockpit, taken from cars that previously competed in the series. Bringing a real fragment of a race car into a jacket became the creative starting point for Droga5, while Working Title was responsible for translating the concept into the collection’s physical design.

“We built the concept around the value fans place on objects that carry Formula 1 history. For someone who follows the sport, a piece of a race car is more than a technical component. It has been on the track and was part of a moment that lives on in their memory,” says Marcelo Diniz, Creative Director at Droga5 São Paulo.

“With Fragmentos, something that once belonged to a car’s mechanical structure takes on a new place and purpose, becoming part of a fashion piece that the fan can actually wear,” adds Lucas Antunes, also Creative Director at Droga5 São Paulo.

The collection also features Nicole Scherzinger, the internationally renowned singer with close ties to the world of Formula 1, who wore the S Jacket upon arriving in Brazil. During the São Paulo Grand Prix at Interlagos, the brand will activate across territories ranging from the cultural codes and lifestyle surrounding the sport to collectible memories and experiences designed for the fan community.

For Santander, the strategy expands the role of its global Formula 1 sponsorship in Brazil. The bank is creating new ways to participate in the broader culture surrounding the sport, connecting fans with experiences, stories and communities that help sustain their passion throughout the season.

“Formula 1 is much bigger than what happens during a race. There is an entire world of stories, references, curiosities, personalities and memories that shapes the passion fans have for the sport. Our strategy starts from that understanding. Through Fragmentos and other initiatives within our global platform, we want to bring Brazilian audiences closer to the different worlds surrounding motorsport while reinforcing Santander’s role as the official sponsor of Formula 1 in Brazil,” says Guilherme Bernardes, CMO of Santander Brasil.

To follow Santander’s Formula 1 initiatives, fans and customers can visit @santanderbrasil on Instagram or @workingtitlesp to learn more about the exclusive collection.

Source: Droga5 São Paulo

  Collaboration, Droga5, Droga5 São Paulo, Formula 1, Fragmentos, Launch, Marketing, Santander, Working Title