To celebrate its partnership with Formula 1, The LEGO Group launched F1 Fan Gear: a series of wearable accessories entirely built from LEGO bricks. From backpacks to goggles, each piece was co-created with fans and designed to be worn proudly at the Grand Prix. The campaign debuted at the 2024 Chinese Grand Prix, where influencers and superfans proudly wore the gear into the paddock—capturing media attention and igniting social buzz. With no media budget, The LEGO Group earned 393M impressions and 531K fan engagements—proving that the best sponsorships are built with fans, not just for them.