Tyshawn Jones x Toto Wolff: The F1 Stunt

Context

To coincide with the Miami Grand Prix, we were tasked with creating a "collision of worlds" that would break through the noise of the F1 weekend. The challenge was to bridge the gap between the elite, high-tech world of Formula 1 and the raw, street-level energy of professional skateboarding. The project needed to feel like an authentic cultural exchange rather than a forced corporate partnership.

Connection

We orchestrated a high-profile stunt and content moment featuring two-time SOTY Tyshawn Jones and Mercedes-AMG F1 Team Principal Toto Wolff. The activation centered around an unexpected exchange of crafts: Tyshawn bringing his signature Lower East Side grit directly to the high-gloss F1 paddock.

The visual output focused on the stark contrast of Tyshawn’s skateboard against the precision engineering of the Mercedes-AMG livery. We captured the genuine interaction between these two masters of their respective fields, producing a suite of assets that prioritized raw energy and mutual respect.

Impact

The stunt went viral across both skate and motorsport channels, generating millions of organic impressions and becoming one of the most talked-about brand moments of the race weekend. By placing Tyshawn in an F1 context, we successfully expanded the reach of adidas Skateboarding to a global luxury and sports audience while giving the F1 community an injection of authentic street credibility.