What Automotive Design in Sports Can Teach You About Performance, Speed, and Sustainability

• The Intersection of Automotive Design in Sports
• How the Automotive Industry’s Innovations Influence the Sports World
• Why Automotive Design in Sports Matters
• Key Innovations from the Automotive Industry Impacting Sports and Sports Equipment
• Collaboration Between Automotive and Sports Brands: Merging Performance, Innovation, and Global Progress
• Key Lessons Sports Can Learn from the Automotive Industry
• Conclusion: How Automotive Design in Sports is Driving the Future

The automotive and sports industries share a dynamic connection, fueled by innovation, performance, and shared audiences. From high-speed racing events like Formula 1 to automotive-sponsored athletic programs, this intersection drives advancements in technology and global brand visibility.

Automotive brands leverage sports partnerships to showcase cutting-edge designs, while sports benefit from automotive design expertise in engineering and mobility. Together, they create powerful collaborations that enhance fan experiences and redefine excellence in their respective fields.

The automotive industry, driven by long product cycles and high investments in R&D, offers fertile ground for sports innovators to borrow and adapt ideas. According to François Farion, Design Director of Innovation, Sustainability, and CMF Processes at Renault Group, techniques like Physical Vapor Deposition (PVD)—which minimize waste in car manufacturing—are now being applied to craft lightweight, sustainable sports equipment.

From Formula 1’s aerodynamic mastery to Polestar’s climate-neutral design ambitions, automotive brands have set benchmarks in innovation. Sports brands, with their focus on peak performance and durability, have eagerly embraced these advancements. As Hervé Barrière, Product Leader Spring at Renault Group, noted, “Essentialist designs, which eliminate unnecessary features, resonate deeply with both automotive and outdoor sports consumers.”

At their core, Automotive Design in Sports prioritizes performance—whether it’s shaving milliseconds off a race car’s lap time or optimizing a runner’s footwear for maximum efficiency. Aerodynamic testing, once exclusive to automotive labs, now shapes everything from cycling helmets to Olympic swimwear. This cross-industry collaboration fosters a culture of excellence that drives both sectors forward.

Although we often see them as completely different disciplines, automotive design makes perfect sense when applied to sports. The automotive industry’s expertise in materials, aerodynamics, and engineering has had a profound impact on sports performance. Lightweight materials like carbon fiber—a staple in high-performance cars—have revolutionized sports equipment.

Meanwhile, engineering techniques such as wind tunnel testing help athletes achieve optimal performance under various conditions. Komal Singh, Color and Material Design Expert at Polestar, explained, “Monomaterials and circular solutions will define the next decade of design. This is as true for sports gear as it is for electric vehicles.” Such innovations not only enhance performance but also redefine sustainability in design.

Several significant innovations from automotive design in sports are transforming the world of athletics. Let’s take a closer look at them.

1. Advanced Materials and Lightweight Designs

Among advanced materials and lightweight designs, these innovations are making a major impact.

• Carbon Fiber Technology: Originally popularized in automotive manufacturing for its exceptional strength-to-weight ratio, carbon fiber now dominates sports equipment like bicycles, tennis rackets, and helmets. Renault Group’s collaboration with Orbea to create titanium-coated carbon bike frames exemplifies this innovation.
• Aluminum and Composite Materials: Dacia’s Starkel material, featuring 20% recycled polypropylene, highlights how automotive-grade composites are being integrated into durable, lightweight sports gear. These materials deliver both safety and performance without compromising sustainability.

2. Aerodynamics and Speed Optimization

When it comes to aerodynamics and speed optimization, the following innovations are paving the way.

• Lessons from Formula 1: Formula 1 has long served as a testing ground for aerodynamic excellence. Techniques developed for F1 cars now influence designs in cycling, skiing, and even running shoes. By optimizing airflow and reducing drag, these designs enable athletes to reach new heights in speed and efficiency.
• Wind Tunnel Testing: Originally developed for automotive prototypes, wind tunnel testing has become a staple in sports innovation. From Olympic swimmers perfecting their strokes to cyclists fine-tuning their equipment, this technology ensures peak performance across disciplines.

3. Data-Driven Performance Enhancements

Data-driven performance improvements are reshaping sports, driven by the following breakthroughs.

• Sensors and Telemetry: Telemetry systems, crucial in motorsports, have been adapted to track athlete performance in real time. These systems provide actionable data on metrics such as speed, endurance, and recovery, helping athletes train smarter and more effectively.
• AI and Machine Learning: AI is revolutionizing both industries by analyzing vast amounts of data to uncover performance insights. Automotive brands like Polestar use AI to optimize vehicle efficiency, while sports organizations leverage it to enhance training programs and prevent injuries.

The automotive industry’s focus on innovation and performance has also significantly influenced sports equipment design. Advanced materials, aerodynamics, and engineering techniques from automotive technology have been integrated into sports gear, enhancing performance, durability, and safety for athletes across various disciplines.

The following are testament to the ongoing influence that has given a new dimension to sports equipment design.

4. High-Performance Gear Inspired by Cars

High-performance gear inspired by cars incorporates advanced materials and design principles for optimal efficiency. For instance:

• Helmets and Safety Gear: Automotive crash safety technologies have directly influenced the design of sports helmets, enhancing their ability to absorb impact. Innovations like Dacia’s use of recycled polypropylene in Starkel material ensure that safety gear is not only effective but also eco-friendly.
• Footwear and Apparel: Porsche’s collaboration with sports brands to create running shoes is a prime example of how automotive-grade materials are being repurposed for high-performance sportswear. These innovations provide durability and comfort, ensuring athletes can perform at their best.

5. Electric and Sustainable Innovations

Meanwhile, electric and sustainable innovations are shaping the future, offering eco-friendly, cutting-edge solutions for both sports and automotive industries. These are some of the examples: 

• Electric Vehicles and E-Sports: The rise of electric vehicles (EVs) has inspired the growth of e-sports and virtual racing. These platforms bridge the gap between technology and traditional sports, offering new avenues for competition and engagement.

Sustainability in Manufacturing: Polestar’s commitment to climate neutrality and Renault’s use of recycled materials underscore the automotive industry’s leadership in sustainability. Sports brands are increasingly adopting these practices to create eco-friendly equipment and reduce their carbon footprint.

Collaboration between automotive and sports brands blends cutting-edge technology with performance-driven design. Automotive expertise in engineering, materials, and innovation enhances sports equipment and gear, while sports brands offer automotive companies access to global audiences, elevating both industries. 

For example, Mercedes-Benz’s engineering expertise has contributed to the development of high-performance bicycles, setting new standards in the cycling world. Likewise, Porsche has partnered with sports brands to apply its design philosophy to running shoes, seamlessly blending style and functionality for enhanced athletic performance. Joint marketing campaigns, like Polestar’s partnerships with startups such as Paper Shell, highlight the synergy between these industries and their shared dedication to performance and sustainability. By working together, brands can amplify their messages and promote innovations that resonate globally.

The Key Benefits of Collaboration Between Automotive and Sports Industries in a Nutshell:

• Accelerated Innovation through Shared R&D:
  Joint research facilities help reduce costs and speed up technological breakthroughs, improving performance through innovations like bio-based composites in sports gear and sustainable wear.
• Revolutionizing Training and Officiating:
  Autonomous technology enhances precision and fairness in sports training and officiating, offering more accurate decision-making and performance monitoring.
• Enhanced Fan Engagement and Immersive Experiences:
  Virtual and augmented reality, developed in automotive design, provide fans with interactive experiences and offer athletes immersive training tools.
• Continuous Innovation and Technological Breakthroughs:
  Collaboration drives innovation in materials, designs, and applications, pushing the performance limits of both industries.
• Sustainability Initiatives:
  Automotive-inspired technologies are being adopted in major sporting events like the Olympics and World Cup to minimize environmental impact.
• Global Progress Through Shared Values:
  Joint efforts in performance and sustainability contribute to broader societal benefits, advancing eco-friendly innovations and global development goals.

In the end, the key takeaway for the sports industry is clear: cross-sector collaborations foster breakthroughs that go beyond product development. They redefine performance, sustainability, and global impact, showing that the future of sports lies in looking beyond traditional boundaries.

The following lessons will impact the sporting industry for good if they are imbibed effectively from the auto industry.

1. Embracing Innovation

A perspective of accepting and embracing innovation and leveraging it for continuous improvement.

• Continuous Improvement:
  The automotive industry’s focus on iterative design and testing offers valuable lessons for sports organizations. By continuously refining products and processes, both industries can achieve unprecedented levels of performance.
  From Formula 1 teams refining cars mid-season to auto brands launching updated models annually, the emphasis on constant improvement is a lesson sports brands are increasingly adopting. Florian Auger from Autocraft summed it up best: “Designing for the future means rethinking not just products but entire business models.”
• Investing in Technology:
  From AI to robotics, advanced technologies developed in the automotive sector can transform sports training and operations. As Anouk Groen, CMS Design Forecaster, noted, “Partnerships between academia, startups, and established brands are crucial for driving innovation.”

2. Sustainability as a Priority

Since the automotive industry is moving towards sustainability, sports can also take a lot from them.

• Circular Economy Practices:
  Circular design principles, championed by brands like Polestar and Renault, offer a roadmap for creating low-impact sports equipment. Automotive giants like Renault have made recycling a cornerstone of their manufacturing processes, saving over 30% in carbon emissions through the use of recycled aluminum and textiles.
  By recycling materials and minimizing waste, sports organizations can contribute to a sustainable future. Komal Singh of Polestar aptly noted, “Circularity isn’t just an option—it’s essential for creating a low-impact future.”

Renewable Energy Integration:
The shift toward renewable energy in automotive manufacturing has inspired similar initiatives in sports facilities and events, paving the way for greener operations.
Stadiums and training centers are increasingly adopting solar power and energy-efficient designs, reducing their environmental footprints and aligning with consumer demand for sustainability.

As this collaboration evolves, it’s clear that the automotive industry plays a pivotal role in shaping the future of sports. From materials science to AI-powered performance enhancements, the innovations born from this partnership have transformed sports equipment, facilities, and even the way athletes train and compete. The influence of automotive design in sports is evident in streamlined gear, aerodynamic designs, and optimized structures that push athletic performance to new heights.

However, the most exciting aspect lies in what’s to come. With sustainability as a shared priority and an unwavering commitment to pushing technological boundaries, these industries have only scratched the surface of their potential.

It’s time for both sectors to embrace deeper collaboration, to not only inspire athletes but also pave the way for a greener, smarter, and more inclusive future for sports fans around the globe.

As Florian Auger puts it, “Cross-industry inspiration is the key to driving meaningful innovation.” Let’s keep driving—and redefining—the boundaries of possibility.