Checking in with… Chloe Chong
Fox Quarterly talks to the rising F1 Academy star about grit, growth and driving beauty forward with Charlotte Tilbury
Motorsport has been a lifelong passion for 18-year-old Chloe Chong, who first fell in love with Formula 1 watching it at home with her dad. A go-kart when she was six marked the start of a steady rise to the inaugural season of the women-only F1 Academy – despite limited resources.
When a second season didn’t materialise, Chong tackled mixed-gender British F4 before returning to F1 Academy in 2025 with makeup and skincare brand Charlotte Tilbury as her sponsor. We sat down with Chong to talk racing, resilience and the intersection between elite sport and modern luxury.
Do athletes now need personal brands to survive?
In some ways, yes. Motorsport is expensive. For drivers like me who are fortunate just to make the grid, building a personal brand is essential. I have to ask myself: how do I keep this sustainable? How can I afford to keep doing what I love?
Watching someone like the F1 Academy champion Abbi Pulling work through her financial struggles to succeed really resonates. If you can build a platform through social media or coverage, it opens doors. But there’s only so much you can do before it impacts performance.
Has there been a shift in recognition for women in Formula 1?
Absolutely. If you’d asked me in season one whether women would watch F1 Academy, I’d have said yes – but nobody expected this growth. The Netflix series F1: The Academy changed everything. The difference between the Miami rounds before the series aired and Montreal after was insane – crowds running to our tucked-away paddock. That visibility makes a huge difference.
What’s it like partnering with Charlotte Tilbury?
It was a pinch-me moment. Charlotte grew up around Keke Rosberg and Niki Lauda, so she has genuine racing connections. What’s amazing is how collaborative it’s been –Charlotte’s team sat down with our engineers to understand what happens during races. The brand has given me complete creative freedom, whether that’s my helmet design or my messaging. They understand the racing comes first.
Why are luxury brands flocking to sport right now?
Brands want fresh perspectives. Athletes embody qualities that luxury brands value: hard work, attention to detail, elegance combined with practicality. Successful athletes wearing a brand elevate its status – look at all the watch sponsorships that exist in Formula 1. Charlotte Tilbury in the F1 Academy is about showing women breaking boundaries.
Why have athletes exploded in cultural influence?
People connect with the journey – where someone has come from and their individual struggles. Athletes used to seem like untouchable superhumans. Now social media lets us share everything: training, tough moments, family, hobbies. This transparency makes fans feel part of the journey, which has in turn made athletes more relatable and authentic.
How do athletes fit into the new landscape of online influence?
There’s a huge focus on self-improvement now. After Covid-19, people realised that life can change suddenly, so health and wellbeing have become priorities. Just sharing a normal lifestyle online isn’t enough. People want to relate to someone actively getting better. When athletes show progress, it’s like giving lessons on perseverance and pushing yourself.
Where do you see yourself in five years?
Formula 1 is the dream, but it requires tens of millions in funding. I’d love to pursue WEC (the FIA World Endurance Championship) or IndyCar – I’m a huge IndyCar fan, partly because my dad’s Canadian. IndyCar’s equal machinery levels the playing field, and WEC’s team focus appeals to me because I love team sports. All I can do in the future is give my best, win races where I can and let setbacks fuel my hunger for the next challenge.
Dream travel destination?
South America is at the top of my bucket list. Also New Zealand and Australia – Oceania is one of the most beautiful places on the planet.
Travel essentials?
A reusable water bottle for temperature regulation, and noise-cancelling headphones. Getting good sleep on planes is crucial to arrive feeling rested.
Perfect travelling companion?
Nelly Korda. I’d pick up golf tips, she’s funny, and with her family’s tennis background, I could learn tennis tricks too.
Chloe Chong is an 18-year-old British racing driver competing in the 2025 F1 ACADEMY season with Rodin Motorsport. Backed by Charlotte Tilbury, she returns to the grid in the #27 car as part of the brand’s continued support of women in sport. A former Girls on Track Rising Stars finalist, she previously raced in British F4 and was the youngest driver on the F1 ACADEMY grid in 2023.
Image sources: All images attributed to Getty Images
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