Inside Liquid I.V.’s stylish, high-energy hydration moment at the Crescent Street Grand Prix Festival.
Grand Prix weekend in Montreal has always been about more than what happens on the track. It is the energy, the fashion, the packed patios, the street-style moments, the celebrity sightings and the way the entire city seems to move at a different pace. This year, Liquid I.V. tapped into that momentum with a standout activation at the Crescent Street Grand Prix Festival, bringing together hydration, motorsport-inspired style and an interactive Pit Stop Challenge that quickly became one of the weekend’s most talked-about experiences.
A Garage-Inspired Activation On Crescent Street
Inspired by a classic garage “body shop” aesthetic, the Liquid I.V. activation transformed its footprint on Crescent Street into an immersive destination where festivalgoers could hydrate, engage with the brand and step into the culture of race weekend in a fresh way. The space felt playful, polished and completely in tune with the high-energy atmosphere of the festival.
The activation also celebrated Liquid I.V.’s Sugar-Free Hydration Multiplier, which launched last year at Costco and Amazon and is continuing to expand across Canadian retail. For festivalgoers moving through long days of events, entertainment and warm weather, the product felt like a natural fit for the weekend. Liquid I.V. is also celebrating the retail expansion of its Sugar-Free Hydration Multiplier, which is currently $10 off at Costco until June 7.
Where Hydration Met Motorsport Style
Adding a fashion-forward layer to the experience, Liquid I.V. collaborated with Sports Club Atelier, founded by Lauren Kyle McDavid, on a limited-edition Moto Jacket and hat. The jacket retailed for $345 CAD, while the hat retailed for $49 CAD, bringing a collectible, motorsport-inspired fashion moment to the activation.
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For Lauren, the collaboration felt like a natural extension of the weekend’s lifestyle.
“What excited me most was how naturally the partnership aligned with the energy of Grand Prix weekend and the lifestyle around it,” she shared. Lauren noted that the weekend is fast-paced, with people constantly moving between events, making wellness and hydration feel like an authentic part of the experience.
She also shared that she already uses Liquid I.V. Sugar-Free Electrolyte Drink Mix regularly, especially while travelling or during busy work periods, with White Peach being her favourite flavour. That made the collaboration feel organic, particularly as it brought together wellness, fashion and sport culture.
Inside The Sports Club Atelier Collaboration
The jacket itself was designed to feel like a collectible piece, while still being wearable beyond race weekend. Lauren explained that Grand Prix fashion has a unique balance of luxury, sport and nostalgia, and that she wanted the design to reflect that through a Sports Club Atelier lens. The result was a cleaner, elevated take on vintage racing jacket inspiration, with details that made the piece feel both stylish and functional.
One of the most thoughtful elements was the way Liquid I.V. was woven into the actual design. The jacket featured perfectly measured pouches for Liquid I.V. sticks, turning hydration into part of the fit itself. Lauren also highlighted the custom lining, which featured a driver holding a Liquid I.V. stick, as one of the coolest details of the piece.
The Pit Stop Challenge Took Centre Stage
Of course, the centerpiece of the activation was the Pit Stop Challenge presented by Liquid I.V., which invited guests, media personalities, athletes and influencers to compete in a high-energy challenge inspired by the precision and speed of race culture.
Lauren also competed in the challenge herself and admitted it was “definitely harder than it looks.” She and Erica were both competitive, and while not winning may have been tough, the experience added to the fun atmosphere around the activation.
Influencers And Creators Joined The Experience
The influencer and media turnout brought even more energy to the event, with names including Liv McKilkenny, Maya Kapouranis, Allegra Shaw, Brynta Ponn, Samantha Caleon, Rita Lee, Elise Gasbarrino, Sabrina Bouchard and Lauren Kyle McDavid all taking part in the weekend’s action. The challenge created the perfect social moment, combining movement, competition, style and the kind of shareable experience that feels made for Grand Prix weekend in Montreal.
Liquid I.V.’s Growing Presence In Culture
Liquid I.V. also recently announced a multi-year partnership with McLaren Racing, further reinforcing the brand’s presence in performance-driven cultural spaces. At Crescent Street, however, the focus was distinctly experiential: showing up in a way that felt relevant to how people actually experience race weekend, from what they wear to how they recover, hydrate and keep moving.
Courtney Dodds, Brand Manager for Liquid I.V. Canada, shared that Grand Prix weekend has become one of the biggest cultural moments of the summer, where performance, fashion, entertainment, travel and wellness all intersect. That made it a natural place for Liquid I.V. to create a bigger and more immersive presence.
She also explained that the partnership with Sports Club Atelier worked because modern Grand Prix culture is so closely tied to style and self-expression. The limited-edition jacket and hat were not just merch. They were designed to bring functionality and fashion together in a way that made hydration feel part of the lifestyle.
A Standout Moment At The Crescent Street Grand Prix Festival
As the Crescent Street Grand Prix Festival continues to be one of Montreal’s most iconic race weekend destinations, Liquid I.V.’s activation showed how brands can create experiences that feel genuinely connected to the moment. It was immersive, stylish, useful and fun, which is exactly what festivalgoers are looking for when they step onto Crescent Street during one of the city’s biggest weekends of the year.
Hydration has officially entered its Grand Prix era.