Why Oscar Piastri Going to IMG Models Can Be The Best Thing For His Career (Or not)
A marketing girlie's POV of Oscar Piastri's "surprising" move
Welcome to Branded Insanity in the Paddock, a series of essays about Formula 1 and marketing. In this series, I break down the branding dynamics inside the paddock, from sponsorships to media deals to talent management. (And maybe a little drama along the way, because everyone loves silly season!)
When Oscar Piastri signed with IMG Models, it left fans confused. If we're being honest, nothing about Oscar screams "runway-ready.” So why would one of the biggest modelling agencies in the world sign one of the quietest men on the F1 grid?
IMG Models is known for repping huge names like the Hadid sisters, Miranda Kerr, Hailey Bieber, and more. So, it would make any F1 fan wonder, “Is Oscar going to be a model now?!”
To the uninitiated: Oscar Piastri is an Australian F1 Driver for the McLaren F1 team. He has won seven Grand Prix throughout three seasons. He's the 15th Australian to have ever started a Formula 1 race. His accomplishments aside, he’s known as a calm, cool, and collected kind of guy. And the fact, I need to put an introductory paragraph about him proves that he probably needs more personal branding.
And over recent years, F1 has experienced a significant rise in popularity worldwide, thanks to the Netflix docudrama "Drive to Survive.” Since then, interest in motorsport has increased, elevating the profiles of well-known figures like seven-time world champion Lewis Hamilton and bringing attention to other drivers on the grid such as Charles Leclerc, Carlos Sainz, and Lando Norris.
And with Oscar leading the World Drivers Championship, he needs to significantly increase his media presence. Talent keeps you in the seat. But personality keeps you in the spotlight.
So…how will a modelling agency help him?
Contrary to what most fans are saying on TikTok, Oscar isn't becoming a model. He's signed onto IMG Models’ athlete division, so it’s less fashion shows and more brand strategy. From editorials, ambassadorships, to off-track visibility. It’s about turning talent into a household name.
With IMG Models, Oscar has the opportunity to craft a personal narrative that showcases his unique identity to a new audience. What Oscar lacks right now is a good PR and marketing strategy. This deal opens doors: fragrance campaigns, fashion editorials, and media appearances during the off-season.
IMG’s athlete roster includes Toni Breidinger (Coach, 818 Tequila), Jack Draper (Burberry), and Olympic gold medallist Eileen Gu (Louis Vuitton, Tiffany & Co.). Eileen even attended the MET Gala. With the right moves, Oscar could follow suit, but in a lane that suits him.
He has the chance to expand his reach across all industries, whether it’s in fashion or even food. When it comes to personal branding, you have to stand out and choose brands that showcase your personality.
From a PR/Marketing perspective, this is a smart move for an athlete like him, this early on in his career. Because the harsh truth for most athletes is that talent doesn’t always guarantee longevity. You need to build a brand beyond your sport to become a household name. And Oscar doesn't have an established personal brand yet outside of F1 fans’ perception of him as the second Kimi Raikkonnen.
It's like world-building. Oscar isn't just trying to get brand deals or doing PR; each marketing decision should be strategic and intentional to his character. IMG Models will help Oscar create an image that people can resonate with, and a few wrong partnerships or appearances can lead to brand misalignment. Done right, every brand deal, every appearance adds to a character arc that fans and the media can follow.
So, what does this mean for Oscar Piastri?
Right now, IMG Models' sports division represents over 25 athletes, but not all of them have huge brand deals or visibility.
So, it all depends on the athlete’s motivation and commitment to step into the spotlight and start building their brand. Despite being a more reserved character compared to his teammate, Oscar’s not allergic to the spotlight—he just needs the right stage. His cheekiness shone in McLaren’s “Like a Winner” Hilton ad. His calm competitiveness made “Grill the Grid 2024” a fun watch, especially when he won.
Both showcased his personality a little bit more than just the second Ice Man of Formula 1. Oscar’s stoic demeanour can be fun if he’s in a situation where his calmness becomes comedy. This way, people can get to know him and see his personality shine through.
IMG should focus less on visibility and more on brand alignment. That means choosing appearances and endorsements that let Oscar’s quiet confidence feel intentional, not accidental. Right now, Oscar is leading the World Drivers Championship, so it feels like the right step should be riding that momentum. However, that would only lead to brand misalignment.
So, what types of brands would work for Oscar Piastri?
In my opinion, Oscar shouldn’t try to be high fashion like Lewis Hamilton or Eileen Gu and build a personal brand that elevates his character. Oscar needs to look authentic. He should double down on what makes F1 fans already like him: his dry humour, calm confidence, and a dose of awkward relatability.
Oscar Piastri is quiet, but not silent. Reserved, but not snobby. He has a quiet and cheeky confidence about him. If he were to partner with a fashion brand, it should have a timeless aesthetic that’s effortless to style that mirrors his cool-headed and effortlessly smart personality. Maybe Prada, Ralph Lauren or even Armani.
Although it might not be an option, I'd love to see the French fashion brand AMI as a potential brand partnership. AMI approaches fashion in a relaxed and authentic way. They are more recognised for their logo of a heart with the letter A. AMI’s casual and chic aesthetic doesn’t elevate him into someone else—it frames who he already is, Oscar’s low-key, quiet energy can bring AMI’s laid-back elegance to life.
This potential partnership lets him step into lifestyle territory—expanding his wardrobe beyond his team kit—but in a way that feels rooted, not performative. It makes his "unbothered" chill attitude look more stylish and endearing.
AMI has a global roster of ambassadors including K-pop group Enhypen, South Korean Actor Choi Woo Shik, and Normani (specifically for their L'Accordéon bag campaign). All of whom appeal to a younger demographic and fits the brand’s values of high quality, simplicity, and sophisticated elegance. Oscar can embody the brand and carry the style in and out of the paddock.
With more women between the ages of 16-24 from all around the globe taking an interest in Formula 1, AMI partnering with Oscar can be beneficial. Especially when the French Fashion brand is still relatively young, having been founded back in 2011. Together, they can build a legacy through fashion and Formula 1.
Bottom line: Oscar’s partnerships should align with who he is and who he is becoming. Not just big brand deals.
Oscar’s stoic demeanour can be fun if he’s in a situation where his calmness becomes his asset. This way, people can get to know him and see his personality shine through. Oscar's IMG deal shows he's ready to play the long game, and that means more brand deals, ambassadorships, and media appearances that keep him relevant off and on the track.
Are you a fan of Formula 1? Which driver or news should I cover next? Leave a comment!