Devialet Turns to Formula 1 with Isack Hadjar Ambassador Deal

Announced this week, the two-year partnership links the Paris-based company with one of motorsport’s emerging talents, currently racing with Oracle Red Bull Racing. Devialet says the collaboration is built around a shared focus on performance, precision and what it describes as “raw emotion” in both sound and sport.

The language might lean into brand alignment, but the intent is clear. Devialet has long centred its story on engineering and sound, not personalities. Bringing in a global ambassador, particularly from outside the audio space, suggests it’s now looking to reach a younger, more lifestyle-driven audience.

Hadjar, widely seen as one of France’s most promising drivers, becomes the first figure to formally represent the brand at this level. Devialet CEO Jacques Demont made the company’s thinking clear:

At Devialet, we have always stood for disruption, constantly pushing boundaries. We immediately recognised that same raw, uncompromising audacity in Isack. By joining one of the most prestigious teams for the 2026 season, he has established himself as a fearless figure whose determination and authenticity challenge the established order. His relentless pursuit of excellence makes him the ideal voice to express what high technology fundamentally is: a means of restoring sound to its living force and innate power.

From Hadjar’s side, it’s less about the tech and more about the experience. He draws a line between the physical intensity of driving and the impact of Devialet’s sound, which fits neatly with the brand’s long-standing focus on what you feel, not just what you measure:

On track, my life is about finding the perfect line and pure adrenaline. What immediately struck me about Devialet is its authenticity and refusal to compromise on performance. In the cockpit, I experience moments of extreme physicality—and that's exactly what I feel with Devialet sound. It's raw, it's powerful, and it hits you in the gut. I'm proud to be the first ambassador for a French house that isn't afraid to break the rules with so much audacity.

The partnership is expected to extend across future product launches and limited-edition collaborations, although no specific products have been announced at this stage.

It’s a move that could help broaden Devialet’s appeal without losing sight of its fundamentals. As the lines between performance audio and lifestyle branding continue to blur, it reflects a direction that more companies in the space are beginning to explore.

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