There was a moment during Aston Martin F1 Team's Celsius Run Club in Miami when the activation's purpose became clear. Yes, there was branded merch, a DJ, and the natural UGC-style TikToks being captured, but hundreds of fans didn't show up because they wanted to beat their best 5K time.

They were there because Formula 1 , especially in America, has become an occasion for people to gather. To find community. Some of them were hardcore fans, donning their #14, Fernando Alonso hats. Some couldn't tell you what a formation lap is. But it didn't matter.

The idea that modern fandom exists on a spectrum shaped Aston Martin's approach to its on-the-ground presence. Their I/AM fan platform was conceptualized into real-life experiences across the Miami Grand Prix weekend.

Glenfiddich and CoinPayments at Aston Martin Residences | Courtesy of Aston Martin F1 Team

From The Stilt House at the Miami Fan Fest to the Celsius Run Club.…