Jul.4 (GMM) Lando Norris says he remains closely involved in his rapidly growing Quadrant brand, even if he leaves most of the day-to-day work to his team.
The McLaren driver’s gaming, lifestyle and clothing company has expanded quickly since its 2020 launch, with sell-out pop-up stores, major clothing collaborations and growing online audiences.
According to The Sun, Quadrant has also attracted fellow Formula 1 drivers Carlos Sainz, Oliver Bearman and Gabriel Bortoleto as collaborators, while Norris’ Landostand at Silverstone has expanded to more than 16,000 seats this year.
Last year, the Adrian Newey-backed Veloce Media Group acquired a majority stake in Quadrant through a seven-figure investment, with Norris remaining the second-largest shareholder.
Quadrant’s shareholder group also includes McLaren CEO Zak Brown, alongside Veloce investors including Adrian Newey.
Asked at Silverstone how involved he remains with the brand, Norris joked: “Yeah, I run the whole thing! I do it all – manufacturing, design, social and driving.”
He then added: “I have a very good team around me to help me do all of these things. It was only three or four years ago, I didn’t really have a brand.
“Now we do. That’s something I’ve always been very excited for and always looked forward to putting together.”
Norris said the growth has exceeded even his own expectations.
“From the Landostand last year, I think it’s almost over doubled what it was last year,” he said. “I have a very good team around me that support me in all of these things.
“I’m good at the driving part and really that’s about it. I leave the rest of it to them.
“But I’m always involved in terms of designs and schemes and storytelling and understanding what really the fans want at the end of the day. It’s still me at the end of the day.
“You have to be able to give my personality, my colours through a range that people can enjoy and my fans and my supporters can enjoy.”
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