Aston Martin Aramco launches Miami Grand Prix campaign

Aston Martin Aramco Formula One Team has launched its latest campaign at this year's Miami Grand Prix in a celebration of modern F1 fandom that extends beyond the track.

As F1 grows rapidly among younger and female audiences in the US, the I / AM Miami campaign responds to a clear insight: new fans want more from the sport beyond convention. I / AM Miami brings the style of Aston Martin to Miami, blending lifestyle, culture and community into a dynamic programme of unexpected moments, stories, access and experiences, offering more than one way to show up as an F1 fan.

At the heart of the week sits The Stilt House – a free immersive pop-up on South Beach as part of the Official Fan Fest between 29 April and 3 May. As part of the multi-day activation, fans can take part in a range of immersive experiences, including morning pilates sessions with Puma, high-energy HIIT classes, luxury beauty treatments with ELEMIS, and curated cocktail experiences with Glenfiddich. Throughout the week, fans can meet team talent and connect with wider fan and creator communities.

Beyond The Stilt House, fans are invited to hit the ground running at a mass run club with CELSIUS on Wednesday 29 April at Pier 5, South Beach – bringing together up to 2,000 participants in a shared moment of movement and positive energy.

The activations continue with opportunities for fans to gain access to different invite-only events across race week, including After Dark on Friday 1 May, a taste of the F1 paddock at the exclusive Aston Martin Residences, brought to you by Glenfiddich and CoinPayments.

Fans should also look out for the I / AM Miami murals dotted across the city, creating a playful moment that takes the language from TikTok onto the streets of Miami.

At its core, I / AM was built on a belief that every fan has a role in F1 and plays their part. What started as a platform has grown into a global movement, with fans from every corner of the world provided an opportunity to engage in the sport in their own way. It's how we bring fans together, get closer to the team, amplify their voice, and make fans part of the story. For more information and to sign-up for the I / AM Miami experiences, visit the I / AM Miami hub.

Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One Team, said:

"F1 is a modern cultural phenomenon with one of the most diverse fanbases in global sport. At Aston Martin Aramco, we create for every fan, and I / AM Miami represents our broadest set of activations yet. Together with our partners, we're creating experiences that give a taste of the Aston Martin lifestyle and bring people closer to the team and each other – on their terms. Ultimately, embracing the many ways to be an F1 fan today."

Bring your thing

There's more than one way to show up

For one week, I / AM lands in the 305 and brings the city to life around the Miami Grand Prix through a series of moments made not for the norm, but for now – moments built for you to explore, feel, and be part of.

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