Hometown partnership will spotlight Milwaukee’s energy, culture, and summer experiences while inspiring visitors to drive to Milwaukee ahead of IndyCar Weekend at the Milwaukee Mile this August
Visit Milwaukee has signed a new partnership with Indy NXT by Firestone driver Yuven Sundaramoorthy to help inspire travelers to plan their summer road trips to Milwaukee and experience the city’s growing momentum firsthand.
The collaboration will debut during the weekend of June 6 to coincide with the launch of the latest Visit Milwaukee x Adidas x Shake x Summerfest shoe collaboration drop, the “What the Milwaukee” Forums, using the excitement and speed of motorsports to showcase Milwaukee as a city fueled by culture, sports, entertainment, creativity, and nonstop summer energy.
As part of the partnership, Sundaramoorthy will help promote Milwaukee as a destination where the energy of the city mirrors the energy of the racetrack: fast-moving, bold, and always pushing forward. The campaign also builds momentum leading into the return of the NTT INDYCAR SERIES to the historic Milwaukee Mile at Wisconsin State Fair Park this August.
A native of the Milwaukee region, Sundaramoorthy represents the next generation of talent and ambition connected to the city’s evolving identity. Through the partnership, Visit Milwaukee and Sports Milwaukee will position him as a hometown ambassador whose story reflects the forward movement happening across Milwaukee today.
“Yuven represents the energy, confidence, and momentum that define Milwaukee right now,” said Josh Albrecht, Chief Marketing Officer, Visit Milwaukee. “This partnership is about more than racing. It’s about inspiring people to get in the car, drive to Milwaukee this summer, and experience the festivals, sports, food, music, and culture that are shaping our Flavor Era.”
Built around a message of “Where Speed Meets Style,” and “Flavor in Motion,” the activation blends the aesthetics of motorsports with Milwaukee’s modern cultural identity through bold visuals, streetwear-inspired creative, and storytelling rooted in movement and civic pride.
The campaign will feature:
- Milwaukee-inspired racing visuals and branding
- Road trip and destination-focused content encouraging fans to visit Milwaukee
- Social storytelling highlighting Milwaukee’s summer energy and experiences
- Sports Milwaukee integrations promoting the city as a premier sports destination
- Creator collaborations and race-inspired lifestyle content
- Promotional campaigns leading into IndyCar Weekend at the Milwaukee Mile this August
The partnership reflects Visit Milwaukee’s continued focus on sports tourism and destination marketing by connecting Milwaukee’s nationally recognized summer events and cultural experiences with a new generation of fans.
“Milwaukee has a unique energy that feels authentic and exciting,” said Sundaramoorthy. “As someone who grew up in this region, it’s special to help represent the city and encourage people to come experience everything happening here this summer. There’s real momentum in Milwaukee right now.”
From Summerfest and major sporting events to the return of IndyCar racing at the Milwaukee Mile, Milwaukee’s Flavor Era continues to accelerate, and now that momentum is hitting the track.
Find more information about Milwaukee summer events and IndyCar Weekend at the Milwaukee Mile at visitmilwaukee.org.