To modernize the brand and resonate with a broader audience, Ralph Lauren is tapping Formula 1 driver Lando Norris as the new face of its Polo Red fragrance relaunch.

Led by creative agency Tux, the new campaign comprises a series of 70 assets, including video clips tailored to all social media formats, images and motion graphics, as well as in-store displays and point-of-sale campaigns. The creative assets, in addition to highlighting Norris’ new support, celebrate how athletes are inspired by Polo in their pursuit of excellence and ambition.

Dominic Tremblay, co-founder of Tux Creative, tells strategy that the team’s idea was to create assets that would engage audiences across multiple platforms, while minimizing the campaign fatigue. “By creating a diverse range of content using multiple techniques, such as GoPro and 360 degree footage, CGI, interviews, cinematic shots, motion design and self-recorded elements, we maximized creativity within a day-and-a-half shoot. This approach ensures fresh, engaging visuals and reduces repetitive content across platforms,” Tremblay says.

The new work, in addition to highlighting Polo’s positioning “Design Your Dreams,” introduces social storytelling into a brand traditionally rooted in classic advertising, notes Tremblay. “By incorporating iPhone and GoPro footage, dynamic transitions, and authentic self-recorded moments, we reframed Polo Red’s narrative, from the “seductive daredevil” to an “athletic achievement enabler.”

Tremblay says Formula 1 is also a perfect fit for the brand, as it embodies Polo’s youthful spirit and vibrant New York energy, while helping the brand resonate with young audiences.

“The connection between the brand and its ambassador is always the main challenge with these campaigns,” he says. “The more authentic the connection, the more inspiring the ad is. Lando is such a great ambassador for the brand and his interactions are very authentic and natural, especially on social media where celebrities connect directly with their fans, so we had to bring this side to life as well.”

The campaign is launching on Instagram and TikTok, as well as on retailers’ product display pages to connect social engagement with shopping experiences.

Ralph Lauren has been expanding in Canada with the launch of a dedicated digital retailer and the first full-priced luxury store in the country. The store, which opened last year in Toronto’s Yorkdale Mall, is the first of a planned expansion in Canada.

According to the company, it plans to open several locations across the country in the coming years, with Toronto as a priority, as it represents one of its main target cities for expansion on a global scale. The brand currently has 12 outlet stores in Canada, as well as a wholesale presence at major retailers including Hudson’s Bay, Sporting Life and Harry Rosen.