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Formula 1’s driver market has been full of surprises last season, and perhaps none more so than Carlos Sainz’s move to Williams Racing for 2025. After parting ways with Ferrari, the Spanish driver has wasted no time in turning a fresh page or we can say a new overtake, not just on the track, but in his public persona and branding. From a striking shift in colour palette to high-profile endorsements, Sainz’s rebrand is in full swing, and it’s a masterclass in sports PR.
The Colour Shift: Blue Takes Over
The first and most obvious sign of change? The colour palette. Sainz has seamlessly transitioned away from the iconic Ferrari red, replacing it with various shades of blue across his social media presence. His Instagram feed, which once featured bold crimson tones, now reflects his Williams affiliation, subtly reinforcing his new era. Even his cycling gear, a longtime Sainz staple has undergone a transformation, swapping out the red for blue ensembles that align with his new team.
Smooth Operator: The Wins And Tthe Legacy
It’s not just about the branding—Sainz has the results to back it up. Over his career, he has secured multiple podiums and four race victories, including his unforgettable triumphs at the 2022 British Grand Prix and the 2023 Singapore Grand Prix.
The latter was a masterclass in strategy, as Sainz cleverly controlled the pace to fend off faster rivals, securing Ferrari’s only win of the season. His signature song, "Smooth Operator," has become an anthem for fans and a symbol of his calm yet tactical approach on track. If his past performances are anything to go by, Williams is in for an exciting ride.
Beyond Red Aesthetics
Sainz’s departure from Ferrari might have left him temporarily without a top-tier seat, but it certainly hasn’t kept him out of the spotlight. In fact, the past few months have seen a flurry of carefully curated viral moments, each reinforcing his status as a high-profile athlete beyond F1.
One of the biggest wins? His appointment as a global ambassador for L’Oréal Paris. The campaign, which highlights his effortlessly tousled locks (a fan favourite since his post-race helmet removal clips), puts him alongside major stars like Kendall Jenner and Helen Mirren. The move is not just a savvy business decision but a statement: Sainz is positioning himself as a mainstream, marketable personality far beyond motorsport.
Then there was his dinner with Stanley Tucci, Tan France, and Spice Girls icon Mel C—a seemingly casual but strategically brilliant move. The group’s easygoing camaraderie painted Sainz as charming, approachable, and effortlessly cool. The viral moment only reinforced his ability to capture attention beyond the F1 world.
A British Affair
The latest jewel in his rebranding crown is his campaign with Hackett London. Featuring his father, rally legend Carlos Sainz Sr., the ad series plays into themes of heritage, class, and a seamless blend of tradition and modernity. The images, set in an elegant British manor, depict Sainz Jr. embracing a more refined, mature aesthetic—one that fits perfectly with Williams’ British identity.
From tailored suits to a cricket bat in hand, the campaign is a masterstroke. The blue tones in the campaign? A subtle yet effective nod to his ongoing brand evolution.
Controlling The Narrative
What makes Sainz’s rebrand particularly successful is the fact that he remains in control of his narrative. Whether it’s flipping pancakes, skiing with friends, or laughing alongside Alex Albon, his content keeps fans engaged even when he isn’t at the front of the grid. By staying visible and entertaining, he ensures that he remains a key figure in F1 conversations despite the shift in teams.
And yet, there’s one missing piece: merch. Fans are already calling for a Carlos Sainz merchandise line, and if his team is listening, they should strike while the iron is hot. A signature collection, perhaps featuring elements of his new blue-dominant branding, would be an instant hit.
What’s Next For Sainz?
Whether he’s winning races or starring in global campaigns, one thing is clear: Carlos Sainz knows how to keep fans invested. His rebrand isn’t just about a new team; it’s about securing his place as one of the most marketable and talked-about drivers in the sport.
Now, the question remains—how will this rebrand translate on the track? If Sainz can match his off-track momentum with on-track success, Williams might just have secured one of the biggest PR victories of the season. And if he’s leading a race anytime soon, expect the entire F1 fandom to chant one thing in unison: Smooth Operator.