Formula One has partnered with youth culture brand Complex to launch a five-part content series.
‘The Pit’ will be hosted by US rapper A$AP Ferg and feature Formula One themed challenges.
The online series, which aims to provide a greater insight into the global motorsport series, will feature current Formula One drivers, including Carlos Sainz, Lando Norris, Daniel Ricciardo and 2007 champion Kimi Räikkönen.
The show premieres on 4th October, followed by weekly episodes until the US Grand Prix on 1st November.
Ellie Norman, Formula One’s director of marketing and communications, said: “Partnering with Complex gives us the perfect platform to wow and engage new fans in the US.
“We want to showcase Formula One in a different way, and getting A$AP Ferg’s unique perspective on the sport with some of the world’s best drivers is a brilliant way to immerse new fans into the sport.
“Securing a partnership with Complex ensures we are talking to a new audience in a way that’s right for them and we are really excited to see how the series progresses.”
Edgar Hernandez, Complex chief revenue officer, added: "This partnership provides millennial audiences a way of experiencing Formula One like they've never seen before.
“Complex was able to contextualise the sport through best in class storytelling and the most relevant talent that hits with this hard to reach audience. Formula One is the perfect partner as they understand the importance to find the intersection of diverse audiences and bring that interesting convergence to life.”
Formula One partnered with London-based Wavemaker in January 2018, which followed a review of the management of the series’ traditional and digital channels, and has entrusted the agency again to support the delivery of its Complex series.
Adam Puchalsky, Wavemaker’s global head of content, said: “Partnerships are at the core of successful marketing today. Formula One’s partnership with Complex is another strong step in their strategy.”