Feature

17 Oct 2026

I / AM AUSTIN. For the new generation of fans.

Austin has never been a city that fits neatly into a stereotype. It's a place where technology and independent businesses sit alongside a thriving creative and music scene. Where local communities set the pace, originality is celebrated, and the next big idea can come from just around the corner.

It's a city that has welcomed F1 into its culture, while continuing to do things its own way.

And at this year's United States Grand Prix, we're here to celebrate real Austin. Joining with the communities that make Austin thrive. You. Us. Together.

Read on for when and where to find us, and for how you can get involved.

Monday – Paddleboarding, kayaking and soundbath

Austin's wellness culture lives outdoors. On the shores of Lady Bird Lake, The Rowing Dock is already a meeting point for paddleboarding, kayaking, yoga and outdoor movement – making it a natural place to ease into race week.

Through I / AM ACTIVE, we're bringing together paddleboarding, kayaking and a soundbath led by ATX Yoga Girl, finding a moment of calm amid the build-up to the Grand Prix.

When: 17:00-18:00 – Paddleboarding/kayaking | 18:00-19:00 – Soundbath by ATX Yoga Girl

Where: The Rowing Dock, 2418 Stratford Dr, Austin, TX 78746

Get involved: Register your interest by filling out this I / AM ACTIVE form.

Tuesday – No Girl Walks Alone: Race-week edition

No Girl Walks Alone is an Austin community built around connection and showing up as you are, giving women a low-pressure way to meet new people, discover the city and make friends.

For its race-week edition, Jessica Hawkins, Mathilda Paatz and our team will join them for an evening walk through downtown Austin, with a complimentary matcha from local pop-up Mori Matcha waiting at the start line, alongside one of our F1 showcars.

Mori Matcha has built a local following through inventive flavours, social-first pop-ups and a presence across Austin's wellness and food scenes.

When: 18:30-19:15 – Grab a matcha and hang out | 19:15-20:30 – Walk

Where: Mattina Coffee Shop, 111 Sandra Muraida Way, Austin, TX 78703

Get involved: Sign-up information can be found here.

Wednesday – Pink Paddock Club and Craft & Yap

A female-led F1 community creating social spaces, content and events around the sport, Pink Paddock Club gives women a place to meet, share their fandom and experience race week together. Its Austin gathering – Champagne Cowgirls – brings an upscale Texas twist to the traditional F1 mixer.

The event will feature a VIP hour for 50 guests, including a live Pink Paddock Club podcast recording, before the wider party begins – where you can expect music from Defected Records DJ Tiffy Vera, Aston Martin Aramco gifts, and an appearance from Jessica Hawkins and Mathilda Paatz.

Local creative community Craft & Yap will also be on hand to help guests create their own keyrings, complete with branded charms.

When: 18:00-19:00 – Pink Paddock Club podcast record | 19:00-23:00 – Evening mixer

Where: The Backyard at Bungalow, 83 Rainey Street, Austin, TX 78701

Get involved: Sign-up information can be found here.

Wednesday – Road to the Race

Austin's car culture doesn't need a Grand Prix to give it a reason to gather. At Road to the Race, Aston Martin's Dreadnought, designed exclusively for Call of Duty: Modern Warfare 4, joins a community event built around real-world cars and the people who love them.

If you're already attending, keep an eye out for the imposing creation from Aston Martin.

When: 17:00-21:30

Where: The Long Center, 701 W Riverside Dr, Austin, TX 78704

Thursday – Take to the padel court

Fast hands, quick reactions and a competitive edge. Padel has plenty in common with F1 and on Thursday we're combining the two.

The event will bring 20 players together, with the chance to hone skills against professional players on the court, and meet Aston Martin Aramco's Jenson Button and Jak Crawford off it.

There'll be servings from Glenfiddich, CELSIUS bringing the energy, gifting from BOSS and ELEMIS, and matcha from Mori Matcha. Plus, after match point there's the chance to recover with cooling benches provided by Eight Sleep and hydration from Aquame.

With a live DJ set accompanying the on-court action, expect an evening as fun as it is competitive.

When: 18:00-22:00

Where: Padel Society, 6320 East Stassney Lane, Suite 240, Austin, TX 78744

Get involved: Register your interest by filling out this I / AM ACTIVE form.

Saturday – Hook 'em, Horns

In Austin, college football is part of the city's sporting identity. On one of the season's most anticipated game days, as the University of Texas takes on Ole Miss, we'll bring F1 to the Longhorns' home turf.

Before kickoff, visit our pop-up garage and replica F1 car, positioned on Bevo Boulevard on the University of Texas campus. Plus, meet Jak Crawford and Mari Boya – they'll be there 17:00-18:30.

When: 12:00-18:30

Where: Bevo Boulevard

Get involved: Bevo Boulevard is open to the public, so if you're in the area be sure to visit.

Sunday – United States Grand Prix race-day mixer

After meeting Austin's communities across the city, we're taking over the cinema room at Soho House Austin to conclude the week with the ultimate race-day mixer, welcoming I / AM fans and those we've met throughout the week.

Hosted by F1 reporter Jennie Gow, it's the culmination of a week spent making connections across Austin: a chance to reconnect with new friends, share the race with fellow fans and experience the Grand Prix together.

When: 13:30-18:00

Where: 1011 S Congress Ave Bldg 2, Suite 100, Austin, TX 78704

Get involved: Details on how you can sign up will be revealed soon. Check back here next week.

Speaking about the Austin race week activations, Aston Martin Aramco F1 Team Chief Marketing Officer, Rob Bloom said:

"The next generation of F1 fans is here, and we're embracing the opportunity to connect with them in new and meaningful ways. From Lady Bird Lake on Monday to the chequered flag on Sunday, our United States Grand Prix week is built around a simple idea: rather than asking Austin to fit into our world, we're joining theirs.

"We know that modern F1 fandom extends far beyond the track. Fans want to express their passion in their own way, connect with like-minded people and feel part of a community that exists well beyond race weekend. We're seeing this particularly among younger and female fans in the US, where the female F1 fanbase has grown by 19% over the past five years, while Aston Martin's female US fanbase has grown by 36%, and half of our female US fans are under 35.

"Through our I / AM THREE SIXTY sessions in the US, we're learning that these fans are drawn to the wider social and cultural experience of F1 just as much as the on-track action. That's why we're showing up in Austin, engaging with local communities and creating opportunities for fans to get involved on their terms."