Pepe Jeans becomes a partner of the Red Bull Academy program

British denim brand Pepe Jeans is joining the newly formed Red Bull Academy program.

The Academy program of the Austrian beverage company Red Bull supports the F1 Academy, the first all-female racing series in formula racing. With the support program, which Pepe Jeans has now joined as title partner, the companies want to “promote the role of women in the traditionally male-dominated arena of motorsport,” according to the statement on Friday.

To celebrate this partnership, racer Hamda Al Qubaisi will compete at the F1 Academy’s inaugural race in Saudi Arabia in a new car sponsored by the program and will also be wearing a new suit representing the colors and logos of the Academy program.

“With increased visibility through support of the program, the brand is investing in the future of female motorsports and connecting with a younger audience,” writes Pepe Jeans in the announcement.

In collaboration with Formula 1 racing team Red Bull Racing, the denim brand is also releasing a ready-to-wear collection that will include women’s, men’s and unisex models.