Melbourne, Australia – Race week in Melbourne strays off the circuit as PUMA and McLaren Racing staged a beachside fan activation called Ignition Beach at St Kilda Beach, bringing together creators and fans from Southeast Asia and Oceania in the lead-up to the new Formula One season.
The event drew a regional mix of digital creators, including Singapore-based personalities Joshua Hee, Zhai Si Ming, and Jazliyana.
The trio joined fellow creators for a day of fan activities, capped by an appearance from Oscar Piastri, McLaren Racing’s Australian driver.
The programme began with a closed-door engagement session with Piastri before moving into an evening celebration marking the official launch of the PUMA x McLaren Racing partnership.
Regional guests also took part in simulator challenges and fan-focused activities designed to mirror the competitive pulse of race week.
The move reflects a wider shift among sports brands to extend fan engagement beyond stadiums and circuits.
“Melbourne is where the season’s energy truly comes to life, and with Ignition Beach we wanted to create a space that brings fans right into the heart of it,” said Thomas Josnik, vice president of motorsport at PUMA.
He added that the beach activation aimed to create a place where fans could connect with the team, explore the latest PUMA x McLaren merchandise, and experience the buzz of race week up close.
For McLaren, the activation builds on a broader strategy to bring the team closer to supporters outside the paddock.
“We are committed to bringing fans closer to the team and offer immersive experiences away from track,” said Louise McEwen, chief marketing officer at McLaren Racing, noting similar fan events previously staged in London and Austin.
The collaboration also doubles as a retail push as the latest PUMA x McLaren Racing collection is now available online and at selected PUMA outlets in Singapore, including stores at 313@Somerset, VivoCity, Bugis+, and OG People’s Park.
