Make historic racing circuits culturally relevant destinations that engage a new generation while strengthening the value and identity of the 1/ST master brand.
Gradient created a modular experience and content playbook, positioning Pegasus, Preakness, and California Crown around distinct cultural identities through strategic storytelling and experience design.
Horse racing has struggled to capture younger audiences, with the category often perceived as a legacy sport rather than a contemporary entertainment experience. 1/ST needed to evolve that perception without sacrificing the prestige and heritage that made its historic racing properties distinctive.
The opportunity was to create relevance at the individual event level while building greater equity for the 1/ST master brand, turning three distinct circuits into culturally resonant destinations with a shared strategic foundation.
Strategic Experience Playbook
Race-Day Content
Fashion-Forward Moments
Partner Activations
Legacy Storytelling
UGC Moments
1/ST’s racing properties became more than individual races, with Pegasus channeling luxury spectacle, Preakness celebrating Maryland pride, and California Crown embracing cinematic, next-generation energy. By tapping into community pride, cultural FOMO, and elevated hospitality, the platform gave each circuit a reason to matter while building a more culturally relevant and cohesive 1/ST brand.
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