Indianapolis Motor Speedway revealed 11 special racing helmets on Friday, showcasing themes from Taylor Swift’s Eras Tour.
The designs are a collaboration between Bell Helmets and the speedway, and were revealed ahead of the superstar’s upcoming shows in Indianapolis.
A special livery was also designed and installed on an IndyCar show car, which will be placed near the concert venue during the show to further promote America’s top open wheel series.
Each helmet design is specific to one of the artist’s albums, and the themes will be immediately recognizable to Swift’s passionate fans.
The helmets will be placed around downtown Indianapolis from October 31 to November 4, coinciding with the superstar’s visit to central Indiana.
Fans are encouraged to explore the city to find each of the helmets on display, following a map that points out the locations.
The fan engagement tactic is reminiscent of the treasure hunt style promotions that IndyCar and the Indianapolis Motor Speedway produce each year for the Indianapolis 500.
In May, each driver participating in the Indy 500 is given their own honorary street sign that is erected around the city, prompting fans to go find them in person.
For the Taylor Swift helmet hunt, each location will feature a QR code that will direct fans to match each helmet with an influential woman in motorsports.
The bespoke helmets will also be auctioned off after the Indianapolis concerts have concluded, with proceeds benefitting Women in Motorsports North America.
Swift will play three concerts in Indianapolis between November 1-3 at Lucas Oil Stadium, which is only four miles from the Indianapolis Motor Speedway.
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