Pacsun Reports 19% Sales Growth During Austin’s F1 Weekend

The retailer’s company-reported trackside results show how its Formula 1 partnership connects event retail with fashion merchandising.

By FM TeamOctober 26, 20261 min read

Landscape crop of a model wearing a blue Washington Capitals hoodie in Pacsun and The Wild Collective’s NHL campaign — Illustrative campaign photograph: Pacsun × The Wild Collective women’s NHL capsule, announced October 7, 2026. This is not the Austin Formula 1 event. Photo: Pacsun / The Wild Collective, supplied by Michele Marie PR. Photo: Pacsun / The Wild Collective, supplied by Michele Marie PR

Pacsun says sales at its Austin Formula 1 pop-up rose 19% from the previous year during the October 23–25 race weekend. The retailer disclosed the result in its October 26 company announcement.

The company also reports growth of more than 177% since its first Austin pop-up in 2023. These are Pacsun-reported trackside results, rather than figures for its total business.

The event assortment combined racing graphics with Western styling, including denim, outerwear and a trackside-exclusive cowboy hat. Selected pieces remain available through Pacsun stores and online.

The results give the retailer a measurable example of the commercial role of sports licensing. A race-weekend shop can combine a limited local assortment with a wider retail collection, turning the event into both a sales channel and a setting for brand participation.