Highlighting the Bulky: Autos, lifestyle, and fashion at the globe's trendiest icy racecourse
The world of professional sports is undergoing a revolution, with women's sports reshaping the mainstream and diversity being championed. This change is also reflected in the automotive industry, as evidenced by Polestar's recent involvement in the FAT International Ice Race held in the Austrian Alps.
Polestar, the electric performance brand, made a significant mark at the event, joining forces with the Melbourne Football Club as a Major Partner ahead of the 2025 AFLW season. The partnership was celebrated with the showcase of Polestar's Arctic Circle collection, which featured one-of-a-kind show cars equipped with specialized ice racing tyres and distinctive white and yellow coats.
The event was more than just a display of speed and power. Polestar and the Melbourne Football Club believe that progress comes when boundaries are challenged and actions are purposeful. This philosophy was evident in the creation of Polestar's Electric Garage, a hub for experiencing electric mobility. The centerpiece of the Electric Garage was an elevated Polestar 5, a four-door Grand Tourer set to become Polestar's most powerful car.
The Electric Garage was not just about showcasing cars. It was about creating a movement and crafting thought-provoking, hands-on moments. The event featured a range of "blink-and-you'll-miss-it" activities, including Flying Bulls, helicopter rides, and special VIP paddocks.
Swimming superstar and Polestar Ambassador Sarah Sjöström participated in the event, expressing her enjoyment. Other notable figures included Thed Bjork, one of Sweden's greatest ever racing drivers, and Shana Claessens, a Belgian racing driver, who reflected on how driving mirrors her experiences with Polestar.
Dan Persson, Polestar's Strategic Creative Director, stated that being at the FAT Ice Race in front of a crowd that appreciates performance and driving is an opportunity to make Polestar stand out. He added that the task of creating a venue in the Austrian Alps in a short amount of time was challenging and inspiring.
Looking forward, Polestar's electric mobility solutions may be showcased at other prestigious events. The Mille Miglia, a race and fashion parade, could potentially see the brand's involvement in the near future. With its commitment to progress, purpose, and performance, Polestar continues to push the boundaries of what is possible in the world of electric vehicles.
The exact location and creator of the Electric Garage electromobility center at the FAT International Ice Race are yet to be confirmed. The Polestar 5 will be available to customers later this year.
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