Racing Redefined

Brandnation

Client: E1

What do Tom Brady, Will Smith and Steve Aoki have in common?

They’ll all superstar owners of teams in the UIM E1 World Championship – the world’s first and only all-electric raceboat series. Racing Redefined is the PR launch a brand-new global sports championship with no precedent – one that exists at the intersection of motorsport, technology, sustainability and entertainment. Coined the “Formula 1 of the water”, E1 was introduced to a global audience and new markets were opened for the championship through viral celebrity moments that “broke the internet”, creating visionaries of its leadership, and narrating its position as a force for good in sustainability and innovation.