LEGO FORMULA 1 MIAMI GRAND PRIX DRIVERS’ PARADE
We wanted to show the world what happens when LEGO® bricks and play meet the serious spectacle of F1®.
To get there, we chose to transform one of the most predictable F1® rituals into an unforgettable moment. The Drivers’ Parade takes place before every Grand Prix – a mandatory event for drivers. And it almost always involves them standing on the back of a truck, half paying attention, waving to fans as they complete the lap at a slow crawl.
For the Formula 1® 2025 Miami Grand Prix, we had the unique opportunity to rebuild it. We surprised fans and F1® drivers with 10 life-sized and fully drivable versions of the LEGO® Speed Champions Formula 1® cars, one for each team. The two drivers from each team shared their team’s car and were given one instruction: have fun.
The drivers relished the chance to have some real, unabashed fun on track inside their cars made of over 4 million LEGO® bricks. Their competitive nature and joy of racing showed and they raced, bumped into each other, and laughed maniacally turning the moment into the highlight of the weekend – and of the overall 2025 Season.
MEDIA COVERAGE & Response
“Fan pages, sports media and the drivers themselves lit up every platform. Hamilton even called it “the most fun drivers’ parade we’ve ever had””
Lewis Hamilton’s TikTok video of the Parade hit 5.6 million views and 1.2 million likes in less than a day.
ESPN’s recap picked up over 64,000 likes.
Formula 1’s youtube recap gained over 5 million views.
FULL 15 MIN PARADE HERE
