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On March 7, Red Bull Racing rang the opening bell at Nasdaq’s MarketSite in Times Square, joined by partners and programme supporters. The moment brought global attention to the Red Bull Racing x Pepe Jeans F1 Academy Programme, powered by Rokt, and its mission to accelerate progress for the next generation of racing talent.
It also served as a timely celebration during Women’s History Month, creating space to reflect on the importance of visibility, opportunity, and support across sport, technology, and leadership.
Alisha Palmowski joins the Red Bull Racing x Pepe Jeans F1 Academy Programme
At just 17, Alisha Palmowski is already charting a bold path in motorsport. She was welcomed as the newest driver in the Red Bull Racing x Pepe Jeans F1 Academy Programme during the Nasdaq ceremony, marking a major milestone in her journey. Meet Alisha and explore the 2025 programme.
A meaningful moment during Women’s History Month
The event was especially significant because it took place during Women’s History Month. Leaders across Red Bull Racing and Rokt reflected on the broader impact of the F1 Academy initiative in a collaborative video that highlights the power of representation and partnership. Watch the video.
Maximizing performance in every moment
The Red Bull Racing x Pepe Jeans F1 Academy Programme, powered by Rokt, supports young female drivers with access to resources, mentorship, and competition at the highest level. In parallel, Rokt helps brands unlock real-time relevance during the ecommerce Transaction Moment™, connecting people with tailored experiences when they matter most.
What’s next
This moment at Nasdaq is part of a larger movement to elevate emerging voices and expand access to high-performance arenas. Whether through talent development in racing or smarter outcomes in ecommerce, the shared goal is the same: to unlock more opportunity in every moment.
Learn more about our partnership with Red Bull Academy.
