Max Verstappen

Transforming fan engagement into brand value

EDExperience & Design
PAPlatforms & Applications
BSBrand Strategy
IDBrand Identity Design
FDFront-end Development
BDBack-end development

Everybody has a certain picture in their mind when they think of athletes like Roger Federer, Michael Jordan, or David Beckham. These are athletes who have outgrown the sporting community and have turned into legendary athlete brands with a lifetime value.

At Hypersolid, we believed in Max Verstappen’s potential from the very beginning and helped shape it into a legendary athlete brand.

In order to create brand consistency, there need to be clear guidelines on what the brand of the athlete actually is. We did this by creating a Brand Book for Max Verstappen in which the most important values are identified. The brand book was created in close cooperation with Max himself, his management, and his family because the image had to be in sync with his personality.

The sharp logo edges reflect Max’s drive; its symmetry highlights the balance he possesses.

The simple design reflects Max’s authenticity. No frills, just the real deal. No thrills, what you see is what you get.

Brandbook and logo design

Designed with purpose, worn with pride

Max had very specific wishes with regard to his helmet design. First, he wanted to represent his heritage by placing the iconic ‘Verstappen mustache’ on the front and the sides of the helmet.

He also wanted to show off his new logo on the helmet. On the top, we decided to go all out with an orange lion corresponding with Max’s #keeppushing mentality on the track and his Dutch pride. The new Max Verstappen logo was incorporated into this lion.

Digital landscape

From story to screen

Hypersolid designed and built Max Verstappen’s app and website. His owned digital channels (app, website, and social) played a key role in building his brand.

By combining a consistent image with smart storytelling, athletes like Max can grow their following and reach a broader audience.

We supported this growth by shaping a clear narrative and producing the right content for the right channels.

Productizing IP

Turning a brand into a value proposition

The IP we created for Verstappen, also opened up new revenue streams for the e-commerce side of his business. On verstappen.com, Max Verstappen his own e-commerce platform, the IP created was the cornerstone of his private label merchandising.

This not only created the possibility for new merchandising products but also opened up new revenue streams as the IP created appeals to a non-Formula 1 audience. The values of the new IP appeal to a broader audience and give room to products that target new potential customers who value Max Verstappen as a brand, but do not watch Formula 1 religiously.

Having the IP on a prominent spot of his helmet,one of of his most visible assets as a racing driver, turns it into a great tool to create awareness for this IP and fuels fan engagement with this IP.