McLaren driver Lando Norris has launched a new esports and lifestyle brand, Quadrant, which aims to ‘bridge the gap’ between his real-world racing and his online streaming activity.
According to the driver, the new brand will focus on blending the driver’s passions together in four key aspects: gaming, apparel, racing, and content.
Norris will also aim to bring the brand into Formula 1, with plans in place for the driver to use a Quadrant-branded helmet at the 2020 Bahrain Grand Prix. The brand will also design and create hoodies, t-shirts and hats among other items.
Co-ordinated by Veloce Esports and Norris’s management company ADD Management, the channel will produce videos and streams on a weekly basis after assembling a team of influencers across a number of platforms and genres.
Between them, the personalities amass over 1.3 million YouTube subscribers, including F1 2020 YouTube star Aarav Amin (Aarava), virtual racer Steve Alvarez Brown (Super GT), Call of Duty streamer Maria Bish (RiaBish), and FIFA content creator Niran Yesufu (FNG).
“I’m so excited to introduce Quadrant to the world,” said Norris. “I’ve been working hard on this behind the scenes for a while now with my management ADD and it’s a great feeling to finally have everything in place.
“I’m a gamer at heart but I’m also passionate about apparel and getting closer to my fans. I’ve always been keen to build a brand of my own, so this is a great way to blend all of that together whilst having fun with a few of my good friends.”
Mark Berryman, ADD Management, added: “We are really pleased to be able to launch this new company alongside Lando and continue to help him to achieve all his goals, both in Formula 1 and outside of the paddock. We know how important gaming and streaming is to him, so Quadrant is going to be a fantastic outlet for this and will give fans a much sought-after insight into his other activities.”
Norris saw his online following grow during lockdown when he took part in a series of virtual races while real-world racing was suspended.
Jamie MacLaurin, Chief Sporting Officer, Veloce Esports, said: “Veloce Esports was a great match for Quadrant. We have worked with Lando before on the #NotTheGP series, and similarly with the other streamers on several other projects, so it seemed a perfect fit to bring everyone together. We’ve got some brilliant content coming your way and we can’t wait to see what the future holds for this exciting brand.”