Max Verstappen Is Cashing In on F…read more
Four-time Formula 1 World Champion Max Verstappen has once again found himself in the spotlight, but this time not just for his driving prowess. The Dutch racing superstar recently became the unexpected face of a viral merchandise trend after using a pseudonym during a secret GT3 test—sparking both intrigue and commercial success.
In a covert test session at the legendary Nordschleife Nurburgring circuit in Germany, Verstappen drove a GT3 car under the alias Franz Hermann. The decision was meant to keep his participation under wraps, helping him fly under the radar and avoid unnecessary media and fan attention. To further maintain secrecy, Verstappen had a security detail in place and external photographers were banned from the premises during his laps.
Verstappen later revealed the reason behind his name choice, saying: “They asked me for a fake name, so I said let’s make it as German as we can.” The pseudonym, Franz Hermann, certainly fit the bill. Fellow F1 driver and known prankster Daniel Ricciardo added to the fun, joking that “Franz Hermann” had an Australian brother named “Frank Hermann,” turning the moment into a running gag in the paddock.
It didn’t take long for Verstappen’s personal clothing brand, Verstappen.com, to jump on the opportunity. In a savvy and humorous marketing move, the brand launched a special line of Franz Hermann-inspired apparel—featuring t-shirts and sweaters adorned with the alias and subtle nods to the stealthy Nürburgring test. Verstappen himself posed as Hermann in the promotional materials, adding a meta twist to the campaign.
The merchandise proved to be an instant hit. According to a recent Instagram post from Verstappen.com, the initial Franz Hermann line sold out in record time due to overwhelming demand. While it may have started as an inside joke among motorsport fans, the success of the collection has now turned it into a full-fledged fashion moment for F1 enthusiasts.
Fans need not worry if they missed out on the initial drop. The brand confirmed that it has released a fresh batch of limited-edition Franz Hermann items to keep up with demand. The move not only satisfies eager customers but also further fuels the buzz surrounding Verstappen’s alter ego.
Beyond the humorous and profitable twist, Verstappen’s GT3 test had a serious purpose. The 27-year-old has long expressed interest in competing at the Nordschleife in a real-world capacity, following his involvement in virtual NLS (Nürburgring Langstrecken-Serie) events. The recent GT3 test marks a step toward securing the special Nordschleife permit required to race in such events.
Speaking at a virtual NLS racing event last year, Verstappen shared his ambition: “The Nürburgring Nordschleife is one of my absolute favourite race tracks, and I hope that in a few years I can also compete here with a real GT3.” Given his competitive nature and passion for racing in all its forms, it’s no surprise that Verstappen is eyeing challenges beyond the world of Formula 1.
For now, fans can enjoy the lighter side of Verstappen’s racing career through the Franz Hermann persona—a fictional name that has, somewhat ironically, become part of real-world racing folklore. What began as a clever ruse to keep a test session under wraps has evolved into a cultural moment, blending the worlds of elite motorsport, internet humor, and merchandising genius.
So, who is Franz Hermann? It’s Max Verstappen—just having a bit of fun and making some money while he’s at it.
