The project serves as the second iteration of the Live Your Fandom campaign, cementing the partnership between the Formula 1 team and the nicotine pouch brand. By commenting on the launch film featured on Velo’s Instagram account, participants can submit their original concepts for consideration. The initiative is restricted to adults aged 18 and over, reflecting the brand’s positioning in the European market.

This collaboration leverages the high-profile status of Norris and Piastri to drive engagement for Velo, which currently holds a significant retail volume share across key European territories, including Sweden, Denmark, the UK, Poland, and Switzerland. The campaign aims to provide fans with bespoke, high-octane experiences, moving beyond traditional spectator roles to integrate community-driven ideas directly into the motorsport calendar.