Daniel Ricciardo may no longer be behind the wheel of a Formula One car, but his presence in the paddock remains unmistakable. At the 2025 Miami Grand Prix, Ricciardo made a spirited return to the F1 scene Рnot as a driver, but as an entrepreneur promoting his Enchant̩ lifestyle brand.
The Australian has teamed up with VCARB’s F1 Academy programme in a new partnership that underlines his evolving identity in the world of motorsport. With a splash of colour, creativity and charisma, Ricciardo is ensuring that his off-track chapter remains as compelling as his on-track exploits.
This collaboration brings Enchanté into the limelight as the official partner of the VCARB F1 Academy team, which currently features Brazilian rising star Rafaela Ferreira. Through this new venture, Ricciardo is channeling his signature energy into supporting the next generation of talent, while introducing his brand to a wider, younger audience within Formula One.
Ricciardo Reimagined: From driver to brand architect
Since being retired from F1 midway through the 2024 season, Ricciardo has focused on building a future beyond the cockpit.
While many expected a full-time return to racing or a move into media, the former Grand Prix winner has taken a different route. Enchanté, the fashion and lifestyle brand he co-founded, has quietly become a serious business. Originally conceived as a creative outlet to reflect Ricciardo’s fun-loving, daring personality, Enchanté is now embedded in motorsport with increasing legitimacy.
The announcement in Miami marks the first official tie-up between Enchanté and a Formula 1-affiliated racing company. VCARB, formerly known as AlphaTauri, has repositioned itself under its new identity as a hub for youth development and style.
A strategic alliance in Miami
The collaboration debuted in South Florida in true Ricciardo fashion – colourful, casual and unmistakably charismatic. Ferreira’s VCARB-branded single-seater featured prominent Enchanté logos and a special livery reflecting the dual spirit of the brand and the team. Beyond the visual marketing, the partnership also introduced a limited-edition ‘product capsule’ that combined the visual identity of both Enchanté and VCARB.
These pieces, including ‘paddock-friendly apparel and accessories’, went live on the Enchanté website during the Grand Prix weekend.
“We wanted this to feel natural,” said Ricciardo in Miami.
“Enchanté has always been about having fun, expressing yourself and being comfortable in your own skin. Jumping into a car at that speed takes a lot of confidence. I know it helps to feel comfortable walking around the paddock. This partnership between Enchanté and the VCARB Academy is something I’m very proud of. We’re looking forward to creating an extension of the paddock fashion that has been under construction for the past few years.”
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Supporting the next generation: Ricciardo’s quiet mentoring role
While the collaboration is built around Enchanté, Ricciardo’s influence behind the scenes is perhaps even more telling.
Rafaela Ferreira, one of the brightest prospects in the F1 Academy, has spoken openly about how inspiring it is to be associated with someone with Ricciardo’s resume. While not officially in a coaching or advisory role, Ricciardo’s involvement gives Ferreira access to a wealth of racing wisdom and professional guidance.
In many ways, Ricciardo’s presence acts as a bridge between the sport’s seasoned veterans and its rising stars. Through his brand, he’s extending his legacy into new arenas.
Ricciardo’s off-track legacy
Although Ricciardo has not officially retired, the tone of his recent public appearances suggests he is settling into life beyond full-time racing. Rather than fading into the background, he is reshaping his presence in F1 through influence, branding and mentorship. Enchant̩ is more than merchandise Рit is a marker of how Ricciardo sees his legacy.
His strategic partnership with VCARB is not just a business move. It’s a deliberate re-entry into the paddock on his own terms. Where once he might have returned as a reserve or third driver, he now strolls into the paddock as a collaborator, a tastemaker and a cultural architect.
If Enchanté continues to grow within the sport, it could easily open the door to wider commercial ventures – pop-ups at Grand Prix events, fashion shows during race weekends, or even major collaborations with clothing giants. It’s a clever way to maintain relevance in a sport that can easily forget its former stars.
Looking ahead
Ricciardo’s reappearance in Miami was more than a nostalgic cameo. It was a signal that his relationship with F1 is far from over. Whether or not he ever races again, Daniel Ricciardo is creating a legacy that transcends race results.
By supporting a rising star like Ferreira and embedding Enchanté into the DNA of a developing team like VCARB, he’s making a different kind of impact these days compared to his racing days.
But for many of his fans, it’s likely the new iteration of the ‘Honey Badger’ falls far short of what the old one meant to them despite the enjoyment of seeing the likeable Aussie back in the F1 paddock.
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The Judge, a nom de plume of an experienced F1 journalist and site founder with long-standing sources across the paddock. With over 30 years of experience in Formula 1 as an insider journalist, I have built trusted connections across the paddock, from race engineers and mechanics to senior team figures. At The Judge 13, I and a handful of trusted colleagues share exclusive Formula 1 news, expert analysis and behind-the-scenes stories you will not find in mainstream motorsport media.
