LSN : News : Soho House taps into Formula 1 with the launch of House 44

Nike and NorBlack NorWhite combine women’s sportswear with Indian craftsmanship

Nike and NorBlack NorWhite

Global – Nike has teamed up with Indian design studio NorBlack NorWhite to launch a bold women’s collection that blends sport, style and culture. Rooted in bandhani, a centuries-old Indian tie-dye technique, the collaboration transforms performance pieces into expressions of identity, strength and joy.

The partnership includes four footwear styles, as well as apparel such as tops, bras, shorts, tights and a cross-body bag. All pieces feature vibrant colours and intricate patterns in a nod to India’s rich craft heritage.

‘This collection shines a light on the rigour, dedication and ancestral knowledge that’s rooted in Indian culture, and we hope each piece inspires women to draw into their own athletic mindset while navigating everyday life in India and around the world,’ said NorBlack NorWhite co-founder Mriga Kapadiya in a press release.

The campaign features Indian athletes, including wrestler Anshu Malik, sprinter Priya Mohan and cricketers Jemimah Rodrigues and Shafali Verma, adding authenticity and local pride to the collaboration. ‘Wearing Nike that’s laced with Indian culture is a flex,’ said Jemimah Rodrigues. ‘It’s bold, rooted and ours.’

For more insights on how fashion and luxury brands are tapping into the global rise of female sports, read our Game-Changers: The Future of Sports Fandom macrotrend report.

Strategic opportunity

As consumers increasingly value heritage, consider how to reframe craftsmanship to make it feel fresh, forward-looking and ready for performance

Soho House taps into Formula 1 with the launch of House 44

UK – Soho House is entering the world of Formula 1 through a strategic partnership with Lewis Hamilton and the ultra‑premium F1 Paddock Club. House 44 is a pop-up hospitality concept designed to connect lifestyle, sport and cultural expression. The suite will appear at six key races during the 2025 F1 season, positioned within the Paddock Club to offer guests premium access to the sport’s inner circle.

This activation reflects a broader shift in premium hospitality, where cultural storytelling and high-net-worth community spaces are converging. As highlighted in our Luxury Members’ Club Market, the appetite for curated third spaces continues to grow, with brands using them to deepen emotional and cultural engagement. House 44 is a case in point – blending the familiarity of Soho House interiors with the prestige and immediacy of Formula 1.

Lewis Hamilton, a Soho House member for over a decade, has co-developed the concept, embedding elements of his own aesthetic and brand universe. Alongside signature cocktails, the suite will serve a bespoke drink made with Almave, Hamilton’s non-alcoholic blue agave spirit. The space also includes curated DJ sets, photography, memorabilia and exclusive pieces from both new and archival Plus 44 collections.

House 44 illustrates how design, community and entertainment can be meaningfully embedded into live global sporting formats.

Puma and Formula 1, Germany

Strategic opportunity

Luxury, lifestyle and sports brands should explore cross-sector collaborations that blend cultural programming with exclusive access. Consider pop-up experiences as platforms to trial new products, strengthen community ties and expand brand eco-systems

Stat: Consumer confidence recovers as British shoppers prioritise experience-led spending

The Klarna Future Shopping Lab, Sweden

UK – According to Bauer Media Outdoor’s Audiences in Focus report, 38% of Britons say they’re spending more of their disposable income now than a year ago. Grocery shopping remains the biggest spending category for 69%, followed by travel (31%) and eating out (29%).

The study of 2,000 UK consumers also found that Gen Z prioritise spending on snacks (32%) and entertainment (26%), while Millennials favour clothes (37%) and travel (30%). Our Functional Feasting macrotrend report identified how, in times of economic uncertainty, consumers are willing to splurge on snacks as they are a more affordable indulgence than dining out – a phenomenon known as the ‘little treat economy’.

Across all ages, spending is increasingly motivated by mood boosts (32%), new experiences (31%) and self-improvement (23%). These findings reflect insights from our Communities report, The Value Vanguard, which identified shifting consumer motivations for spending, including a growing preference for experiences over objects.

Strategic opportunity

Consider how you can turn the act of shopping – either online or in-store – into an experience that brings joy to customers and makes the price of purchasing from your brand feel worthwhile