Driven by – Explore a brand’s new direction

Under the title ‘DRIVEN BY‘ we created a marketing concept to strengthen the AlphaTauri fashion brand’s connection to the world of it’s parent company – Red Bull, and it’s engagement in Sports and Culture. ‘DRIVEN BY‘ is here to prove AlphaTauri’s promise – to create functional fashion that gives freedom to navigate your everyday life in style, and empowers you to focus on bigger goals through making you look and feel good wherever you are and whatever you do.

As a brand we teamed up with individuals around the world who live the same spirit and are driven to find purpose. To find these individuals we tapped into the immense world of Red Bull, and it’s vast pool of inspiring athletes and ambassadors – whose daily business it is to push the status quo.

This concept is here to stay and evolve. We kicked it off in January 2023 with Yuki Tsunoda and Nyck de Vries, two brand ambassadors and aspiring Formula One® drivers. As we made our way through 2023 we teamed up with other unique talents as can be seen below.

The Iconic Parka

with Red Bull Athletes. Mogul Skier Anri Kawamura, Ski Jumper Ryoyu Kobayashi and Freestyle Soccer Player Kotaro Tokuda. Shot in September 2023 at Nakano City, Tokyo.

AlphaTauri SS24 Collection
Photographer: Elisa Carnicer
DOP: Julian Langfelder
Art Director: Daniel Kainz

Spring-summer ’24
Key Looks

with Red Bull Athletes. MTB world champion Evie Richards, Ultrarunner Tom Evans and Kitesurfer Tom Bridge. Shot in October 2023 in Ibiza, Spain.

AlphaTauri SS24 Collection
Photographer: Elisa Carnicer
DOP: Julian Langfelder
Art Director: Daniel Kainz

Heatable Capsule
Collection 3.0

with Red Bull Athletes. Mogul Skier Anri Kawamura, Ski Jumper Ryoyu Kobayashi and Freestyle Soccer Player Kotaro Tokuda. Shot in September 2023 at Nakano City, Tokyo.

AlphaTauri AW23 Collection
Photographer: Elisa Carnicer
DOP: Julian Langfelder
Art Director: Daniel Kainz

Flexible movement with 3D Knit

with Red Bull Athletes. Freerunners Jason Paul and Hazal Nehir, Breakdancers Sina Maria and Tiromana Tupea. Shot in June 2023 at the AlphaTauri showroom in Salzburg, Austria.

AlphaTauri AW23 Collection
Photographer: Elisa Carnicer
DOP: Julian Langfelder
Art Director: Daniel Kainz

Soaking up Miami Sun
in Summer Looks

With F1® drivers Yuki Tsunoda and Nyck de Vries.
Shot in May 2023 at South Beach, Miami.

AlphaTauri SS23 Collection
Photographer: Elisa Carnicer
DOP: Julian Langfelder
Art Director: Daniel Kainz

Performance Knit and Knitwear

with F1® drivers Max Verstappen and Checo Perez. Shot in March 2023 at the Ritz-Carlton in Bahrain.

AlphaTauri SS23 Collection
Photographer: Elisa Carnicer
DOP: Julian Langfelder
Art Director: Daniel Kainz

Taurobran® Technology

Waterproof, breathable, soft. With F1® drivers Yuki Tsunoda and Nyck de Vries. Shot in January 2023 on a high-rise in the middle of Manhattan, New York.