Shortly before this year’s Goodwood Festival of Speed, SB Motorsport, led by ST suspensions brand ambassador Steve “Baggsy” Biagioni, took on a complex project for McLaren Formula 1 driver Lando Norris and Monster Energy.
At the heart of the initiative was a heavily modified Baggsy’s Liberty Walk and ST equipped Nissan GT-R, which was reimagined to feature Lando Norris’ distinctive livery. The vehicle served as part of an F1 activation, a marketing initiative designed to spotlight Formula 1 drivers through public appearances, media exposure, and custom-built promotional vehicles.
It was initially uncertain whether the activation could be completed in time. The schedule was tight, with both the wrap and de-wrap process leaving little room for delay. Nevertheless, the team succeeded in adapting the livery to the GT-R’s unique bodywork. While Biagioni fulfilled prior engagements across Europe, the SB Motorsport base in the UK managed operations on the ground.
The logistics were demanding. Over three consecutive days, work began each morning at 3:00 AM in London. The GT-R and a fleet of Monster Energy vehicles were transported using a MAN military-spec truck. The SB Motorsport team remained focused on keeping the GT-R in peak condition throughout the demanding preparation phase.
Filming at selected locations offered very limited time windows, with many scenes requiring a single-take approach. This placed high importance on the reliability of all components and equipment. The team credited its trusted partners for supplying products that delivered under pressure.
On Thursday morning, the GT-R was positioned outside Lando Norris’ merchandise store, drawing crowds of fans and media. Coverage from Sky Sports and other F1 outlets added to the event’s visibility. Lando Norris, known for his passion for performance cars and ownership of an R32 GT-R, was eager to get behind the wheel.
He put the 1000-horsepower build through its paces, generating heavy tire smoke on custom-forged Strom wheels wrapped in Tirestreets rubber directly on the lorry.
As the car smoked and popped, Norris asked when he could fully drift the GT-R. The team initially believed the shoot was finished, but Sky Sports requested another take. This time, presenter Natalie Pinkham joined the segment for a live drift demonstration used to open the Formula 1 coverage. The resulting three-minute broadcast featured Biagioni and SB Motorsport prominently and reached an estimated audience of more than ten million viewers.
Because of branding restrictions imposed by Norris’ team and McLaren, the GT-R appeared without its usual SB Motorsport livery or partner decals. After the event, the vehicle was promptly returned to its standard appearance.
The project proved to be a valuable learning experience in navigating the fast-paced world of Formula 1 content production. Every detail, including Biagioni’s wardrobe, was approved in advance by the production team.
Despite having had less than ten hours of sleep over several days, Biagioni travelled directly to Warwickshire to support the TeamSport Karting Black Flag event. There, he joined ST suspensions team members from across the EMEA region just ahead of the Festival of Speed.
Photo SB Motorsport
