Formula 1 driver Lando Norris has today announced the launch of his premium lifestyle and gaming brand, Quadrant. The organisation aims to bridge the gap between his real-world motorsport activities and his now reputable streaming ventures.
Norris’s profile has risen exponentially since joining the Formula 1 paddock in 2019 and has continued to grow following a slew of strong results in 2020. In parallel, his online presence has expanded, thus creating the opportunity for an innovative online brand which combines many of his passions.
Quadrant will focus on blending four key aspects: gaming, apparel, racing and content, prioritising audience entertainment through authentic, casual content.The channel will also look to engage fans in new and exciting ways, with plans for Norris to use a Quadrant-designed helmet at the 2020 Bahrain Grand Prix and the aim to bring the squad to Formula 1 race locations in the future.
Owing to Norris’s passion for apparel, clothing will also be a big part of the Quadrant project with another arm of the brand designing and creating hoodies, tees and hats among other items.
Joining the 20-year-old at Quadrant are a team of influencers across multiple different gaming platforms and genres, who collectively amass over 1.3 million YouTube subscribers.
Among them, is none other than F1 2020 YouTube star Aarav Amin (Aarava). Aarav is one of the world’s most popular Formula 1 game streamers and brings with him over 450,000 subscribers. Having previously worked with three of his four co-stars, he was a natural fit for the team.
Leading virtual racer Steve Alvarez Brown (Super GT) also joins the roster.Like Lando, Steve’s channel provides a mix of real-world and virtual racing. Asa successful kart racer, Gran Turismo competitor and naturally funny streamer,Super GT was quickly snapped up and added to the team.
Next in the line-up is Maria Bish (RiaBish). Despite being relatively new to streaming, Maria brings with her a huge Call of Duty Warzone following adding extra layers to Quadrant’s offering, expanding its reach beyond motorsport and virtual racing.
Niran Yesufu (FNG) completes the squad. Niran is a FIFA content creator known for sparking conversation, meaning he was quickly identified as the perfect influencer to regularly engage with Quadrant’s fanbase and to spearhead the channel’s efforts at Grand Prix.
The project was coordinated by Veloce Esports and ADD Management – Norris’s management company – with the goal of bringing five huge names from the world of streaming under one roof and, now that the team is assembled, the channel will produce videos and streams on a weekly basis for fans to enjoy.
“I’M SO EXCITED TO INTRODUCE QUADRANT TO THE WORLD. 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.”
LANDO NORRIS, FOUNDER QUADRANT