F1's Soft Boys, a Fashion Drought, and the V10 Standstill!!
Hi there! Welcome to Track Limits, a weekly newsletter where we break down the biggest headlines in F1 and explore the questions, topics, and trends that are shaping the sport. Nothing is off-topic and a little fun is always part of the mix!!
Good Evening!! I don’t know about you, but this first triple-header of the season was meh at best — not exactly thrilling, but not a total write-off either. Out of the three races, Jeddah was by far the best weekend with an almost perfect mix of strategy, standout performances, and chaos!!
Piastri drove like he’s been fighting for championships for years. Red Bull’s dip in form seems to have unlocked an extra dose of sassiness from Verstappen — can we really blame him?! Williams pulled off a double-points finish with a clever intra-team strategy reminiscent of Sainz’s Singapore 2023 win. Ferrari remains a fussy machine — quick, but only when the stars align!! — and it’s starting to look like Hadjar might be this season’s breakout stars.
I think it’s safe to say we’ve established I don’t like Louis Vuitton’s obsession with using those humongous trophy trunks as props for their 1980s-mall-style photo shoots. So let’s get my weekly rant about it out of the way!!!
Come on, Louis Vuitton. You’re a luxury powerhouse with creative directors like Pharrell Williams and Nicolas Ghesquière — you know how to make a statement. Surely there are other ways to showcase the trunks and build some cultural caché with F1 fans because this ain’t it!! And the fact that you keep doubling down on those goofy pictures is starting to make me worried for your reputation!!
Ok, now that that’s out of the way, let’s dive into this week’s top five shenanigans — which was surprisingly tough to put together with how slow things have been lately.
5. Partnerships Galore It feels like everyone remotely orbiting F1 has become a hot ticket in the world of partnerships. Just this past week, we saw a number of new deals: Carmen Montero Mundt — Russell’s girlfriend — joined Alo’s influencer roster, Albon linked up with Liquid I.V., Gasly added an investment group to his sponsor lineup, Aston Martin teamed up with Rolling Stone, and Colapinto somehow landed another partnership, this time with Motorola!! Even Pirelli got in on the action, dropping a capsule collection with LA streetwear brand Rhude.
Honestly, this isn’t my favorite collection of the year and the prices are just ridiculous — $430 for a hat?! Yes, you read that right!! And if you think that’s wild, let me hit you with the $744 button-up shirt and the $855 track pants. Who in their right mind is buying this stuff?!
4. Boring Press Conferences I don’t know why but press conferences have become the same three questions repeated over and over again with different race names slapped on the backdrop each week. While these press conferences play an important role for the media, it's hard not to be nostalgic about the formats that allowed for a bit more personality and interesting questions. Not even a decade ago they used to throw a bunch of drivers together and just let chaos unfold. The banter, the eye-rolls, the “accidental” shade? Iconic!!
Maybe it’s time to bring a bit of that energy back?! Personally, I wouldn’t mind seeing multiple drivers in a room discussing the ins-and-outs of qualifying or the race!!
3. Unhinged Social Teams There’s nothing that puts a smile on my face faster than realizing a brand has given their social media team the green light for some unhinged behavior! The highly curated, boring content we usually get from teams just isn’t cutting it anymore and it’s time for some fun!! So luckily, admins have drivers and team members doing tree-briefs, sniffing soap, making “garage angels,” striking weird poses all over the paddock, delivering flowers, dancing around, and recreating classic TikTok audio clips.
Not only is this type of content highly shareable — which is great for the social media team’s metrics!! — but being the butt of the joke is one of the fastest way to become a fan favorite. Just look at how the public’s perception of Lawson changed once he joined VCarb and started creating goofy content with Hadjar. In just 30 seconds, he went from being an as*h* to the fun guy next door!!
2. A Fashion Drought Like most of you, I’m confused not just by the overall lack of interesting fits this season, but by the fact that Hamilton — of all people — is showing up to the track in his team kit!! With a major fashion conglomerate being F1’s global partner and several teams having their own fashion partnerships, how is everyone showing up in the most boring and sometimes outright ugly outfits?!
Sure, Norris has been doing his part to keep F1’s fashion relevance alive — which, let’s be honest, is already minimal compared to the NBA or NFL—by rocking pieces like the beautiful green bomber jacket from Elkay Hunt. But let’s be real, that’s not really moving the needle for fashion media outlets or the F1 fashionistas!!
Some of the theories floating around regarding Hamilton’s unexpected fashion hiatus are: contractual constraints limiting his brand options, his desire to blend in at Ferrari rather than stand out as the superstar, or that he’s planning something related to his role as MET Gala co-chair this upcoming May 5th. Personally, I’m leaning towards the latter — he’s no stranger to pulling off sneaky Easter egg-style marketing campaigns like the one he for Amalve. If it’s one of the other options, though, I’m officially depressed, because team kits just aren’t cutting it — and that’s coming from someone who’s definitely NOT a fashionista!!!
1. Farewell Slutty Ice Baths!! If you were lucky to be an F1 fan in 2023, you bore witness to the golden age of slutty ice baths!! Sure, since then teams have continued posting pictures and videos of drivers in their ice baths, but the sex appeal, the artistic touch, and the cheeky attitude just isn’t there!! Honestly, I’m not sure if drivers aren’t feeling it anymore, if its appeasement powers have faded — yes Ferrari I’m talking about you! — or if teams were given instructions to keep ice bath content PG-friendly.
Either way, the Jeddah heatwave didn’t deliver and I’m sad to say it, but maybe 2023 was the last time an ice bath notification in the group chat truly meant something!!
Of course I have to sneak in some Honorable Mentions!! One of Alpine’s investors and fellow athlete, Rory McIlroy, won the Masters, which meant the paddock’s two major golf fanatics — Sainz and Norris — played a mock masters where the goal seemed to be breaking all the rules of golf!! It was silly and highly nostalgic of the McLaren CarLando era — confirming that my playdate suggestion has potential. Tsunoda revealed he has a pet turtle, which makes complete sense — wouldn’t expect anything else from him!! Russell has been sharing some very “disturbing” workout pictures that are making me question his posh, goody-two-shoes image. As my non-F1 loving friend said “Excuse-me Mr. Russell, why are we so spicy?!!!”
Apparently, Hamilton and Leclerc play online chess at night from their beds — yes, they made sure to clarify that they were each in their own bed!! — and in an attempt to break a late-night tie, they unknowingly both used AI to cheat. Where is the sportsmanship Ferrari?!! Speaking of Leclerc, it turns out I wasn’t far off when I guessed what the "Words of Wisdom" was!! In an interview with Martin Brundle he shared it’s a notebook where he and his engineer write down the funny conversations they have during race weeks. My immediate question: can we please publish it and call it “Words of Wisdom: How Ferrari Kept Me Humble” or maybe “Words of Wisdom: Finding Humor Somewhere Between Plan A and Plan Z” or “Words of Wisdom: A Song of Despair in Rosso Corsa” — I’m sorry, that was so mean!!!
My final mention of the weekend goes to the Saudi Arabia Grand Prix organizers. We definitely need more confetti during the podium ceremony and way more fireworks next year. I could still catch glimpses of the drivers on the podium and hear a bit of the others giving interviews in the media pen — we can absolutely do better in 2026!!
The V10 Standstill
On the Friday before the Bahrain Grand Prix, current and incoming power unit manufacturers gathered to discuss an idea that’s been circulating in the paddock and in the media: a possible return of the V10 engines.
Despite the palpable excitement — especially from fans — leading up to the meeting, the outcome was rather underwhelming. With the FIA and manufacturers settling on a “fact-finding mission” and agreeing to reconvene for further discussions at a later date.
REASONING:
Driven by public policies, the automotive industry has spent the past thirty years moving away from combustion engines and investing heavily in electrification. These policies have been critical in establishing electric vehicles as the solution to reducing greenhouse gas emissions from road transport.
An organisation that has played a pivotal role in shaping and assisting in the implementation of these policies is the FIA. More than just a governing body, it actually advocates for the automotive industry and helps drive innovation through R&D, advisory work, education and by piloting programs.
This has helped the FIA position its championships at the forefront of industry trends by actively pushing for the implementation of policy-relevant technology like hybrid engines, and sustainable fuels. As a result, championships like Formula 1 — which aren’t spec series and require teams to design, manufacture and build their own cars— have become increasingly relevant to original equipment manufacturers (OEMs). Seeing as they serve as both a one-of-a-kind R&D lab as well as a powerful marketing platform. This, combined with the introduction of the cost cap, helps explain why F1 has attracted more OEMs — with 2026 set to be a record year.
But while the narrative surrounding the future of road mobility has largely been EV-centric, F1 is not going to be fully electric — in part because Formula E has an exclusive deal with the FIA to be the only all-electric single seater championship. This, however, doesn’t place Formula One at a disadvantage since concerns are growing that EVs may not be “the sustainable solution” after all, particularly when their full life cycle is taken into account.
For starters, the manufacturing of the key component of an EV — the lithium-ion battery — has created serious ethical, political and environmental problems. The mining of raw materials such as lithium and cobalt has been linked to issues like the degradation of aquatic ecosystems caused by deep-sea mining and human rights abuses in places like the Democratic Republic of the Congo.
Additionally, the second-life use and recycling of these batteries remain extremely challenging and limited. In fact, less than 5% of EV batteries were recycled globally in 2021, with most ending up in landfills — posing a serious risk to both people and ecosystems.
And despite the absence of an internal combustion engine eliminating the emissions of CO2 during the use of an EV. Charging it places increased strain on power grids and energy infrastructures, many of which still rely on fossil fuels or need to do so to meet the growing demand.
Furthermore, the disposal and replacement of over a billion functioning internal combustion engine vehicles introduces a whole new set of problems no one is prepared for.
Clearly, electric vehicles are not the silver bullet many hoped for and the need to explore various alternatives has slowly been reflected in the shift in investment strategies as well as in public policy. From subsidies for EV purchases being reduced or eliminated around the world to highly anticipated legislation being blocked or modified, such as the European Union's proposed ban on the sale of internal combustion engine vehicles by 2035. All the signs point to a slowdown of the EV momentum.
One possible alternative to electrification is e-fuel, a synthetic fuel created by capturing carbon and combining it with hydrogen through chemical processes that are powered by electricity from renewable sources. Although burning e-fuel still produces emissions, its carbon-neutral classification comes from the fact that CO2 is removed from the atmosphere during its production. The other major advantage of e-fuel is that it’s a “drop-in” solution, meaning it can be used in existing vehicles without any modifications to the engine.
Several stakeholders in the automotive industry are currently developing some form of this synthetic fuel, with collaborations spanning fossil fuel producers, universities and automakers like Porsche, Volkswagen, and Shell. While still in its early phase, the fuel has already been used to power several motorsport series, including the Porsche Supercup, and it will become F1’s fuel of choice starting in 2026.
Given these conditions, it appears to be the perfect time to bring back the V10s. So why didn’t F1 and OEMs seize the opportunity?
Several factors come into play when the FIA, F1 and OEMs make decisions about technical regulations.
First, there is the question of logistical feasibility — in this case of e-fuel. Even with its planned introduction next season, production remains limited and is extremely expensive. Despite being smaller and lighter, V10 engines are notorious for being less fuel-efficient than the current V6 models, which would significantly increase fuel demand. While the existing supply chain is working on making it a scalable solution, it may not be ready to handle a demand growth within a small time frame.
Then there’s the matter of technological alignment. In recent years, OEMs have heavily invested in hybrid engine technology, battery cells, and electric motors. As such, the V10 engine has little relevance to their current road cars nor does it drive innovation in terms of decarbonisation technology for sustainable road mobility. So adopting the V10 would mean a significant loss on their investments — a sunk cost in the millions or even billions of dollars. This is a tough sell to investors, especially amidst a global economic slowdown, tariff chaos and production cuts being made by major manufacturers like Volkwagen, which almost shut down several plants in Germany.
Finally, there's the optics issue. While V10 engines are a dream for motorsport enthusiasts, they are viewed by many as noisy, fossil fuel-guzzling relics of the past. In an era when environmental, social, and governance (ESG) practices dominate the priorities of investors, consumers, sponsors, and governments, marketing a V10 as sustainable or forward-thinking — even with the use of e-fuel — is a very tricky proposition. One that can be perceived as a misalignment with OEMs’ current brand values and messaging — potentially putting their reputation at risk and making it difficult to justify their continued involvement with F1.
While many of these issues can be overcome, the reality is that the V10 doesn’t fit the current political and commercial environment. Nevertheless, it serves as a powerful reminder of the delicate balance Formula One must strike between spectacle , economics and politics as they respond to the evolving demands of their stakeholders.
The roar of the V10 may not be coming back, but the future of Formula One — both as a global entertainment platform and a testing ground for tomorrow’s mobility solutions — has never been more dynamic and exciting.
The Rise of F1’s Soft Boys
Unlike previous seasons, many of the headlines and online discourse this year haven’t been about pit stop strategies, technical updates, team politics, or championship points. But rather about drivers being weak, embarrassing, too soft, or not having the “necessary poker face” to be a champion.
While these statements may not reflect the general sentiment — inside the paddock or beyond — they do echo a broader conversation about masculinity, particularly in sports.
ZOOMING OUT:
A few weeks ago, the media was flooded with features and opinion pieces about Netflix’s limited series “Adolescence”. The show follows a 13-year-old boy who murders his female classmate after she rejects his romantic advances. The storytelling is intimate and unsettling, and the series is a technical masterpiece with each episode being shot in one continuous take. But that’s far from the reason why it is having such a profound impact on people and breaking viewing records worldwide.
One possible explanation is that — for the first time — mainstream media has attempted to offer an honest yet uncomfortable snapshot of how masculinity is constructed, performed and often distorted in today’s society.
At the center of this conversation is the visible shift in attitude and beliefs among young boys and men. Gender equity, social justice and diversity have been relatively mainstream ideas in most Western societies, with many individuals and organisations adopting them as their guiding principles. This, however, has slowly been changing in the last decade among teenage boys and young men. So much so that studies have identified a growing global ideology gap between women and men under 30: young women are increasingly more progressive and young men are growing more and more conservative.
Although some suggest this resurgence of “traditional masculinity” is a cyclical pushback against the most recent wave of feminism. This iteration has been supercharged by a novel ecosystem called the manosphere – a network of podcasts, influencers, and online forums aimed at men, that, among other things, reinforce and spread sexist beliefs. Much has been said about its origin, prominent figures and various subcultures but the fact is that we see traces of it - especially its misogynistic rhetoric - in media, in schools and in public spaces. It also shows up in how young men see themselves and the standards they believe they have to live up to.
Sports plays an important role in these constructs. Historically, sport has been a tool to reinforce gender norms, with male athletes being the epitome of masculinity — they are expected to be strong, courageous, aggressive and competitive. In short, the classic “tough-guy”. No stereotypical female qualities — such as kindness or vulnerability — have traditionally been part of the language and image of sports. In fact, any deviation from the hyper-masculine ideal has often been discouraged and ridiculed, including by fans.
But interestingly, like many strong cultural trends, this too has sparked a counter reaction — the emergence of the so-called “soft boy”.
It’s not an entirely new concept — a variation of it gained traction in the early 2000s. But in its current form, it deliberately pushes back against the expectation to conform to traditional masculine beliefs and behaviors. With the term now describing young men who are more self-aware, emotionally intelligent, communicative, and unafraid to express themselves — think Harry Styles, Timothée Chalamet, Tom Holland, Adam Brody and Paul Rudd.
These two opposing archetypes of masculinity are currently fighting for space and cultural relevance. We are seeing it in politics, in business and as always in sports as well.
Recently, Formula One joined this discussion. For decades, the stoic aggressive driver has been the benchmark young athletes and fans have held themselves up to. However, some of the younger drivers on the grid are stepping away from this persona. They are speaking out about struggling to cope with the public scrutiny, being upfront about not feeling confident, expressing their emotions when they make mistakes and showing compassion and affection towards their fellow drivers.
Although the backlash has been loud — as we’ve seen in these first few race weekends — when athletes dare to challenge social norms and expectations, it often sparks important conversations and social movements.
We’ve witnessed this throughout history, from Muhammad Ali’s refusal to be drafted for the Vietnam War and Billie Jean King’s fight for equal pay in the 1970s to Colin Kaepernick’s protest against police brutality and Simone Biles stepping back from competition during the 2020 Olympic Games to prioritize her mental health.
While having Formula One drivers discuss their experiences with mental health, the importance of fostering psychological safety within their teams, how they value their personal relationships with competitors, and the power of showing kindness toward others might not seem extraordinary — especially in comparison to these historic examples — it actually is.
By openly embracing these so-called “soft boy” qualities, they’re proving that masculinity rooted in depth, vulnerability and connection doesn’t undermine performance or competitiveness — it actually strengthens fans’ connection to it. This not only pushes the boundaries of what manhood can look like in modern sport and society, but it creates space for an entire generation to show up differently, too.
As Sebastian Vettel said this past weekend, “The rivalry on track is 100% there. They want to beat each other. But they also have the courage to speak about their emotions. About their weaknesses. They are honest when they feel lost or under pressure. That’s powerful and it inspires young kids to do the same. Isn’t that healthy?”
The content I enjoyed last week!!
🗞 READ
Lewis Hamilton on Dressing Up, Showing Up, and Making No Apologies | How the 'Personal Style' Epidemic Is Impacting Sportswear and Sneakers | Sport and swearing: It’s ****ing complicated | The Man Who Took On Big Tobacco Has a New Target: Sports Betting | Max Verstappen’s fragile F1 title defense rekindles talk about his Red Bull future | Formula One’s TV Rights Are Up for Grabs, but Media Companies Aren’t Racing to Bid
🎧 LISTEN
We Built Lando Norris His Dream Drift Car | Team Torque: "I Always Use The Same Toothpaste!” | The Making of Vogue’s Met Gala Issue | F1 Explains: Ask an F1 Team Principal with James Vowles | Planet Paddock: Why is Circular Design the Future of F1? | The Rest is Motorsport: How do You Build a New F1 Team?
Photo Credit: Williams Racing
Good stuff here. Cheers.