A Look Inside Strategy, Execution, and Success At One of the Most High-Profile Weekends in Miami with Formula 1

The Miami Grand Prix was more than just speed and spectacle—this year, it was also a celebration of innovation, entrepreneurship, and making waves in both sport and business. At Roseway Collective, we were proud to support two of our standout clients, Soy Delicious and Taudrey, in making meaningful, high-impact impressions throughout the entire event.

From exclusive gifting to personalized on-site experiences, we handled everything from partnership strategy to execution—and made sure our clients’ voices were heard loud and clear throughout the F1 buzz.

Women Drive: A VIP Networking Event for Fast Females in Sports & Business

We kicked off F1 weekend by placing our clients in the spotlight at the Women Drive event—a networking experience designed to highlight the amazing females behind the sport. This event brought together trailblazers in motorsport, media, and entrepreneurship.

Billed as an evening that would “feature notable women making waves in sport and business” and “provide an opportunity to interact and learn from those who are advocating and delivering change within their respective fields,” Women Drive aligned perfectly with the values behind both of our clients.

Soy Delicious and Taudrey were the only brands featured in the VIP gift boxes for invited guests—an incredible opportunity to get their products into the hands of influential women shaping their industries.

Soy Delicious: A Signature Scent at the Paddock Club

The Paddock Club is F1’s exclusive hospitality experience—luxurious, intimate, and reserved for top-tier guests. This was the perfect opportunity to position Soy Delicious as part of that elevated ambiance.

We coordinated with the F1 team to feature the brand’s custom-curated hand soap and lotion inside the Paddock Club restrooms, introducing guests to a signature scent designed specifically for the event. This subtle but premium product placement helped extend the brand’s presence in a way that felt natural and luxe.

Beyond that, we helped launch a brand-new product—the Soy Delicious Car Diffuser—with a custom activation on-site. Guests were invited to create their own scent combinations and “test drive” the new diffuser, merging self-care with the world of motorsports. The response? Incredible. Traffic was steady, feedback was overwhelmingly positive, and excitement built all weekend for the product’s upcoming official launch.

We supported the activation with live coverage across social, sharing daily recaps, Instagram stories, and updates that kept engagement high and visibility growing.

Taudrey: Speed Meets Style Across Multiple VIP Spaces

For Taudrey, this year’s presence at F1 Miami built on the momentum of last year’s successful activation at the F1 Paddock Club. We were proud to expand their footprint in 2025 by securing two high-traffic activations: the Paddock Garden Club and the MIA Suites, each offering unique opportunities to connect with VIP guests. In the Paddock Club, we styled the F1 brand team with Taudrey’s signature Heiress necklace, transforming their uniforms into elegant, on-brand statements—seamlessly blending style with brand visibility.

Throughout the weekend, they ran a live keychain personalization station in the Paddock Club Garden, where guests received beautifully embossed leather pieces in unique colorways, crafted on-site. Meanwhile, inside the MIA Suites, we offered a rotating menu of activations. On Day 1, guests enjoyed custom shoe charms and on days 2 and 3 we introduced personalized necklaces and engraved money clips, allowing both women and men to take home a keepsake that felt exclusive, thoughtful, and tied to the energy of the weekend.

These activations didn’t just showcase Taudrey’s craftsmanship—they created lasting, personal connections between the brand and every guest who stopped by.

What made this weekend such a success wasn’t just our clients’ presence—it was the intention and care behind every detail. At Roseway Collective, we pride ourselves on being more than just a marketing partner. From branded set design and product displays to on-site staffing, activation setup, partnership negotiations, and live social media storytelling, we proudly supported Soy Delicious and Taudrey every step of the way. Every activation was rooted in strategy and brought to life with heart, ensuring our clients were not only seen but deeply experienced.

The F1 strategy expanded beyond the Paddock Club. We established a sales strategy for each brand’s core shopper, enabling them to shop all weekend long and generate excitement for new products coming down the pipeline. The F1 weekend was a tool to generate new connections while exciting existing shoppers.

F1 Miami was more than a moment—it was proof that thoughtful strategy, intentional storytelling, and immersive brand experiences leave a lasting impact. And yes––we’re already gearing up for what’s next!

Ready to create magic at your next event? Let’s talk!