Cowboy hats, Godzilla and denim: F1 teams go all-in on Texas style for the 2026 US Grand Prix

Formula 1 teams have arrived at the Circuit of the Americas for the 2026 United States Grand Prix with a wave of Texas-themed merchandise, special liveries and limited-edition collections that go well beyond the usual paddock fare.

Red Bull has leaned into its partnership with Ford, releasing a Castore collection of race suits, boots, jackets and shirts inspired by the Ford Raptor and the American West. Max Verstappen and Isack Hadjar will both wear white race suits this weekend, a departure from their usual kit. Red Bull commercial director Paul Gandolfi said the team is “going bigger than ever, both at the circuit and across the city.” Ford Racing general manager Will Ford added that the brand loves “how the ORBR team has embraced the spirit of Raptor, from the race suits to the pit garages.” Verstappen’s one-off Austin helmet features his lion mascot wearing a cowboy hat, a theme that carries through his own Unleash the Lion Austin collection, which includes an $87 hoodie and helmet replicas starting at $93 for a 1:4 scale model.

Haas, which regards Austin as its biggest home race, has taken a more unexpected route. As part of its season-long partnership with Japanese studio TOHO, the team unveiled a Godzilla-themed livery, with Esteban Ocon and Oliver Bearman wearing matching race suits. A range of hoodies, T-shirts, posters and jigsaw puzzles went on sale on 19 October, alongside a $55 New Era cap. Team principal Ayao Komatsu described the sequel livery as “breaking new ground in Formula 1.”

Cadillac’s Austin capsule, developed through its partnership with Tommy Hilfiger, went on sale on 13 October and includes a light-wash denim jacket priced at $321, a women’s denim vest with silver foil coating, a T-shirt, a tank top and a $74 denim cap. It follows earlier capsules for Miami and Mexico, with a Las Vegas edition due in November.

Williams, Lando Norris and Formula 1 itself have also brought their own Austin-specific collections to Texas, making this one of the most commercially active race weekends on the calendar.