BMW Motorsport’s racing heritage meets streetwear-inspired visual world

BMW Motorsport has spent decades building one of the most recognisable visual identities in racing.

For our latest PUMA x BMW Motorsport campaign, we wanted to take those iconic colours and shapes and create a whole world around them.

The idea was to bring the racing heritage into a more fashion-led setting, somewhere between the track and the street. We played with contrasting light and styling that borrowed from the circuit while keeping everything firmly rooted in streetwear.

Typography was a big part of bringing that world to life.

We took inspiration from racing decals, stickers, and the lettering found on racing uniforms, looking for a slightly vintage feel without going too far into retro territory. 

We spent a fair bit of time digging through DaFont, searching for sporty typefaces with rough edges, unusual shapes, and little imperfections that gave them character. 

We wanted the lettering to have the same energy as the racing references themselves, with a sense of speed and movement built into the letterforms.

For balance, we paired these more expressive fonts with clean, straightforward grotesks.

The contrast between the playful, sometimes slightly chaotic racing typography and the more restrained type gave the visuals their own rhythm, bringing together the rawness of motorsport graphics and the cleaner feel of contemporary streetwear.

Credits

Creative Direction & Production: Codea Studio 
Photographer: Matthias Leidinger
Featuring: Emil Hensky, May Franca 
Casting Direction: Volks Management Scouting, Bea Ports Cuyey 
Digi Tech: Solutions On Set 
1st Photo Assistant: David Lozano Brito 
2nd Photo Assistant: Sergi M. Soler 
Stylist: Tirino Yspol 
Styling Assistant: Joel Escalonilla 
HMU: Francis Molina 
Graphics: Vlad Boyko 
Photo Retouch: Haut + Touch