Hannes Boeker,
Creative Director
Building a global fashion brand in just 6 years
AlphaTauri is a premium fashion lifestyle brand founded by Red Bull. It merges functionality and technology with beauty and aesthetics.
2024– AlphaTauri becomes the Official Clothing Partner of FIA
AlphaTauri outfits all Fédération Internationale de l'Automobile (FIA) staff with cutting-edge clothing and accessories. This collaboration redefines the wardrobe of the motorsport elite and sets a new standard for style and convenience within the global motorsport community.
Driven by ___________ The Autumn Winter 2023 Campaign
Each of us is driven by something unique – an unstoppable energy, an unwavering ambition, or a profound emotion. It's this driving force that propels us forward, bringing us closer to our dreams, that is at the heart of AlphaTauri’s Autumn Winter 2023 campaign.
A private island. Literally. The Spring Summer 2023 campaign
The urge to find a secluded space of serenity is a need common to all metropolitan adventurers. The lure of white sandy beaches, crystal clear skies, the sensation of being alone and at peace is a sensation we all yearn for. This utopia is the inspiration for AlphaTauri’s collection.
Futuristic Acoustics – The Autumn Winter 2022 campaign
Natural phenomena create incredible forms, to the point that they could be architectural shapes. Inspired by the process of organic matter translated into contemporary design, the AlphaTauri Autumn Winter 2022 collection fuses forms with function.
2020: Entering the Turkish market with a bang
The Formula 1™ reintroduction in Istanbul was used to bring the fashion brand AlphaTauri to Turkey’s and the world’s attention. For the first time in its history, the Bosporus Bridge was temporarily closed for the Red Bull Racing and Scuderia AlphaTauri 'Istanbulls’ showrun.
MIL – The Mobile Innovation Lab
The AlphaTauri Mobile Innovation Lab provided people with unique perspectives and experiences related to both textile and retail innovations. The concept foresaw an innovative way of experiential retail with a full focus on exciting, serving and bringing exclusive value to each visitor by offering holistic physical as well as digital experiences.
AlphaTauri conquers the fashion capital Milan,Italy in 2020
The Rinascente take-over: eight windows, a women's and a men's pop-up store and a real race car on the facade of Milan's most famous luxury department store. Hidden for five days, the car was revealed in front of more than 2.000 people on Friday night, announcing the new engagement of AlphaTauri in Formula 1™.
The first major AlphaTauri communication campaign: Autumn Winter 2018
In its first international campaign, AlphaTauri shows to whom the brand wants to talk to and for whom the collection is made: for people who are the masters of their own life. The campaign videos and stills embody the brand's urban and daring spirit, combining real takes with 3D neural architecture, showcasing a man and a woman in a minimalist futuristic universe.