The Second Seat Conundrum, a Trucker Hat, and Has F1 Outgrown DTS?!

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 Afternoon!! The Chinese Grand Prix was a weekend of firsts!! First pole and win for Hamilton in Rosso Corsa and first pole and a home win for Piastri — he is 1/16 Chinese after all!!

Besides that, the weekend revealed some interesting things. The RB21 seems like a nightmare to drive. Ferrari pulled off the impressive feat of getting both cars disqualified for completely different reasons — hardly the mark of a serious championship contendender. The rookies are starting to feel the pressure, Sainz is struggling more than expected and Piastri is ready to give Norris a run for his money!!

All in all, Shanghai was tough on teams and, honestly, a bit dull for fans.

As expected, Melbourne was a hard act to follow—not just because the Chinese fandom feels a bit more subdued, but also, as Aurélie Donzelot pointed out this off-season, brands and activations play a huge role in shaping the fun content and experiences we see. Surprisingly, China is one of the races that doesn’t draw a lot of consumer brands, so the shenanigans were pretty mehh!!!

Nevertheless, let’s get into it! First, the infamous Ferrari x Puma trucker hat. If you missed it, Ferrari released a special edition hat with a peculiar design resembling a bodily fluid. Clueless mistake or a genius marketing move? Given the sheer volume of memes and discussions, plus the fact that it sold out, I’m leaning toward genius! If you need a laugh, dive into the comments — it’s comedy gold!! The same goes for the hundreds of responses to a Threads prompt: "If you could add a weird/silly rule to F1, what would it be?” Absolutely worth scrolling through. Honestly, I can’t help but wonder how the world is in such disarray when wit and humor seem to be in endless supply — at least in the comments on TikTok and Threads!!

Sticking with the merch theme, Hamilton’s Plus 44 line dropped a collab with Hajime Sorayama, the Japanese artist behind his 2023 chrome helmet. I hate to say it, but it’s not groundbreaking, neither in design nor the type of pieces they chose to have. I’d love to see merch go beyond t-shirts, hoodies, and the usual robotic/futuristic aesthetics when collaborating with East Asian artists — is that too much to ask??

Another conversation gaining traction online is about the size inclusivity of F1 merch. Female plus-sized fans are calling out teams for limited sizing and not engaging with diverse creators. This isn’t a new discussion at all, but a particular TikTok video has amassed 70k+ views, 15k+ likes, and 1k+ comments — if that’s not a message and a missed opportunity, I don’t know what is. I think this topic deserves a deep dive —maybe I’ll get to it next month, as long as things don’t get too chaotic!

Honestly, there wasn’t much else happening in Shanghai last weekend. Sure, teams posted some videos and the rumor mill was spinning out of control, but nothing I’d consider worth diving into — at least not for now!! There isn’t even any fashion to discuss, as even Hamilton showed up to the paddock in his team kit — I’m shocked too!! The only notable mention when it comes to fits is Alexandra Saint Mleux, who wore pieces from the Hong Kong-based brand Sau Lee — some of my favorite dresses and ensembles I’ve seen her wear around the paddock.

This first month of shenanigans, though, has given us a unique opportunity to get a feel for driver dynamics and chemistry. Is it of particular importance? No!! But it's still interesting, and we can use it as a baseline to track how the dynamic evolves throughout the season. I know, not exactly groundbreaking journalism…or is it?!!

Ferrari is keeping things mellow, and the vibes are vibing!! I’m especially enjoying Hamilton’s involvement in all the social media shenanigans these days. From playing chess, participating in calligraphy lessons to planning a Leo-Roscoe doggy playdate and exchanging ice cream and tequila. He still looks a bit shy, but coming across as a very down-to-earth cool guy — as expected!!

A couple of other teams also seem to be clicking remarkably well. VCarbs' two short kings are clearly the havoc-makers, up for anything — be it games, remaking trending audios or or just whatever the social media team throws their way!! Stake and Red Bull aren’t far behind, with rookies feisty enough to push back against Hulkenberg’s and Verstappen’s sarcastic, teasing ways.

Alpine is a bit of an odd case. The drivers seem to get along well, but the energy just isn’t there. It feels like the team isn't fully committed to Doohan and he knows it — I mean, with Colapinto right next to him, it’s hard not to know!! It’s a real shame because it makes everything feel very tense and awkward.

Mercedes seems to be the only team actually struggling. The chemistry between the drivers isn’t there – at least not on camera. And I say this with a lot of empathy for the job and the scrutiny drivers face these days, but Russell needs to relax and stop trying so much. As my younger cousin says, “Don’t be a pick-me girl, Russell!” The only social media highlight of the German team is without a doubt Bottas. His track tours and F1 Explained with Valtteri always make me smile and consistently outperform any other content the team publishes – talk about a hidden talent!!

Oh, I almost forgot!! I have a new issue with the whole Louis Vuitton trophy trunk — clearly something about it just rubs me the wrong way!! This time, it’s the picture of the race winner posing with the trunk and the accompanying copy on social media that says: “Victory travels in Louis Vuitton”. First, the pictures are weird and secondly, the copy is wrong!! It should have been “Success travels in Louis Vuitton”, right??

And finally, we have to talk about the passing of Eddie Jordan, the former team owner and TV pundit — considered by some the original paddock troublemaker. Whether stirring the pot with wild predictions or showing up in outfits that scream “unbothered millionaire on vacation”, he was unmatched and a beloved character in Formula One.

Has F1 Outgrown DTS?

As the season build-up reached full swing, Netflix released the latest season of its acclaimed sports docuseries Drive to Survive. For seven years, the show has provided a unique entry point for new audiences — mainly young and female — drawn to its emotional and narrative-driven storytelling.

However, with each passing year, the excitement surrounding the 10-episode recap of the previous season has noticeably faded. Fans who once eagerly counted down the days until its release, dissected every second and frame, now seem less engaged or uninterested.

A quick glance at trending topics on major social media platforms in the weeks following its release, along with search queries related to the sport and series, paints a picture of fading relevance — one Netflix has yet to counter with viewership data.

ZOOMING OUT:

To understand what has been coined as the DTS effect, it’s important to consider the media landscape in which it emerged. In 2017, when Liberty Media acquired the commercial rights to Formula 1, the sport’s media strategy was heavily reliant on television. Digital media was almost nonexistent, as the previous rights holder completely disregarded it, famously stating: "I'm not interested in tweeting, Facebook, or whatever this nonsense is. I tried to find out, but in any case, I'm too old-fashioned. I couldn't see any value in it. And I don't know what the so-called young generation of today really wants." Even teams and drivers were being restricted from using social media during race weekends.

But with sponsorship interest being flat and global viewership declining, Liberty Media saw digital media as an opportunity to modernize race broadcasting and attract younger audiences, whose media consumption shifted toward digital channels.

As part of this strategy, Formula 1 not only allowed teams and drivers to capture race weekends — excluding on-track action — but also partnered with Netflix for a behind-the-scenes series. For the first time, Formula 1 became more accessible, easier to discover, and was able to flood social media feeds with all kinds of content, including millions of pieces created by fans. The result was a surge in global viewership, record-breaking attendance, and a sharp increase in sponsorship interest, driving up both Formula 1’s market cap and revenue.

Today, Formula 1’s media strategy is even more diversified, spanning across digital media — social platforms, apps, podcasts, websites, video games and fantasy leagues — as well as traditional mass media, with upcoming projects like the Hollywood film starring Brad Pitt and TV productions featuring A-list talent. The sport has also strengthened its presence in print through a recent partnership with Condé Nast - the owner of Vogue, GQ, The New Yorker, Vanity Fair and Architectural Digest.

Whether owned, earned, or paid, the sport’s media presence is broader and more diverse than ever.

However, this also means that Formula 1 and its main characters are no longer a mystery. Today, anyone with a social media account can get an inside look into drivers' lives, catch a glimpse of a team’s race-weekend preparations, grab live scoops from journalists, or hear insights straight from a team principal’s press conference. While this level of access keeps fans engaged year-round, it inadvertently weakend Drive to Survive’s once unique value proposition.

Formula One Management seems to have recognized this shift a year ago when an insider revealed that capturing behind-the-scenes content was being restricted — something reflected in the disappearance of fan-favorite team-produced shows like McLaren Unboxed an Aston Martin's Insider, as well as the scale down of others like Ferrari’s Full Access.

All of this suggests that Drive to Survive may have entered a phase of diminishing returns and no longer holds the same weight as a driver of growth for the sport.

This, however, doesn’t mean Drive to Survive will disappear overnight. While its influence was never meant to last forever, the show still holds value. Even after its final season — rumored to be the current one — it will likely continue to serve a purpose for both Formula 1 and Netflix.

As part of the platform’s content library, it becomes a source of “passive income” — requiring no further investment from either party while still drawing in new viewers and fans who discover it. Netflix could even license the show to other streaming platforms, a trend that has been growing in recent years, creating an additional revenue stream and expanding F1’s reach even further.

So while the show’s relevance may be fading, its impact on both Formula One’s global expansion and Netflix’s position in sports media is undeniable. It redefined how sports use storytelling to attract new audiences, reshaped fan engagement and played a key role in modernizing Formula 1’s media presence. And long after its final episode airs, Drive to Survive will more than likely continue to bring fresh eyes to the grid — much like other “classic” series find new life on streaming platforms every year.

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The Second Seat Conundrum

We’re only a few races into the season, and discussions about Red Bull’s second seat are already in full swing. From an undrivable car and Verstappen’s ability to uniquely extract the most from the RB21, to a less-than-ideal driver pairing, several factors have been suggested as reasons for the team’s underperforming second car — so much so that a driver swap is already being proposed.

But is Red Bull overlooking how a key shift may have contributed to its second-seat conundrum?

ZOOMING OUT:

For decades, Red Bull Racing built its identity on nurturing young talent, offering drivers a structured path through its junior program and into Formula One. Success stories like Sebastian Vettel, Daniel Ricciardo, and Max Verstappen reinforced the idea that the team was not just about winning — it was about developing the stars of the future.

While this has been true for much of its history, priorities changed when Red Bull designed a championship-winning car and paired it with a generational talent behind the wheel. Suddenly, the focus shifted to maximizing Verstappen’s dominance, optimizing every aspect of the team to keep him at the top for as long as possible.

This approach is understandable in the short term, but it has come at a cost.

Since Ricciardo’s departure in 2018, Red Bull’s second seat has become a revolving door for young drivers like Gasly, Albon and most recently Lawson. All of whom have been expected to instantly perform at Verstappen’s level, despite lacking the same conditions — such as years of development, mentorship, and a supportive environment where mistakes are allowed without fear of repercussions —that helped shape the driver he is today.

Let’s be honest. Verstappen is an exceptional talent, but even he needed five years with the Milton Keynes team to become a championship-winning driver. So why should any other young driver be different?

All of this reflects a growing impatience within Red Bull, resulting in predictable negative outcomes: instability, inconsistent performance, and a second seat that feels more like a career death sentence than a real opportunity.

To offset this, the team turned to an expensive short-term solution in the form of an experienced driver like Perez — someone capable of scoring points quickly and willing to play a supporting role. However, this was never going to be a sustainable long-term strategy, as the same factors that make Red Bull a challenging environment for rookies also make it a frustrating and demotivating place for experienced drivers — which ultimately impacts the team’s ability to build for the future.

While the stopwatch may be king in Formula One, sustained success in a fast-paced and ever-changing industry like motorsport is about more than just on-track results. It's about cultivating an organizational culture that fosters resilience, innovation, and continuous growth. Talent development — whether for drivers, engineers, mechanics, or strategists, regardless of their seniority — plays a critical role in this.

Teams that fail to prioritize it risk paying a steep price. They face higher turnover, loss of competitive edge, weak succession plans and declining fan engagement and marketability — all of which undermine their long-term viability.

Over the past couple of years, several teams on the grid have consciously embraced a more development-oriented approach towards their drivers and are now seeing the results. McLaren invested in Norris’ long-term development and are now doing the same with Piastri, building a driver lineup that strengthens with each season. Even Ferrari, often criticized for its management decisions, committed to Leclerc early, giving him the time and support to develop into a championship contender. The same grace is now being extended to Hamilton as he adjusts to a completely new environment.

This isn’t to say that young drivers shouldn’t be held to performance expectations, nor does it mean experienced drivers can’t be part of long-term solutions. However, talent management decisions should strike a balance between addressing short-term needs and long-term goals. While having the fastest car or the most dominant driver is crucial, building a foundation that ensures sustained competitiveness is proving to be even more vital.

In the case of Red Bull, they’ve built a legacy on identifying and developing future stars. However, their recent approach to the second seat stands in stark contrast to that. If they continue to treat it as a disposable role within the organization rather than an investment in the team’s future, they risk something far worse than an underperforming car, a second-place finish in the Constructors’ Championship, or a burnt-out superstar — losing their ability to shape and be the home of the next generation of champions.

The content I enjoyed last week!!

🗞 READ

How V10s Are Becoming F1’s Main Political Battleground | Inside the great glow-up of the Australian Grand Prix | Eddie Jordan was one of a kind. F1 will never see a team boss like him again | Data From Nielsen Sports Shows F1 Fandom Surging As 2025 Season Gets Underway | Video Games: The Secret Sauce Of Star Athletes | Formula One is booming. So are romance novels about the sport.

🎧 LISTEN

The Red Flags Podcast: Guenther Steiner on Ferrari’s Struggles, McLaren’s Dominance, and Haas Debacle | F1 Explains: When Drivers Move Teams | The Life of an F1 Journalist: Luke Smith on Journalism, Travel and the Making of On the Grid | High Performance: Claire Williams Speaks Out on Losing Williams F1

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Photo Credit: Red Bull Racing