Latest news with #Armin
India Today
5 days ago
- Entertainment
- India Today
The Sound of Speed: Sting Energy® by PepsiCo Hits the Track with Formula 1®
In the ever-intensifying world of Formula 1, where seconds matter and every rev is a heartbeat, there's a new kind of electricity on the track—and this time, it comes with a sound. Enter Sting Energy, PepsiCo's bold, adrenaline-fueled energy drink, now the Official Energy Drink Partner of Formula spark? A global sound-driven moment that didn't just catch fans off guard—it sent a shockwave through the internet. It all started on May 23, 2025, when world-renowned DJ and producer Armin van Buuren shared a video that went viral overnight. While isolating the audio of an F1 engine in his studio, Armin discovered something unusual—one frequency that sounded eerily like 'Stinggg.' What many dismissed as coincidence quickly turned into a cultural moment. View this post on Instagram A post shared by Sting Energy Global (@sting_global)As fans began replaying old race clips and dissecting engine audio, the moment caught the attention of legends and pop culture icons alike. Among the ones to jump in was Bollywood powerhouse Ranveer Singh, whose video set timelines ablaze. He reacts to Armin's discovery, 'Armin, dude – I have been watching Formula 1 since the days of Nigel Mansell and Damon HillI think the experience of watching Formula 1 is now never going to be the same for me! I can't unhear it!' View this post on Instagram A post shared by Ranveer Singh (@ranveersingh)Ranveer later added, 'F1 is pure adrenaline—raw, untamed, and absolutely electric! The speed, the sound, the sheer thrill—it's a sensorial experience. When I saw Armin's video and heard those engines screaming 'Stinggg,' I took a moment to believe what I was listening to. That's the thing about Sting Energy—it's always been ahead of trends and re-energising. Just like F1, it's all about energy, speed and pushing the limits.'Jenson Button, 2009 F1 World Champion also chimed in, 'I've spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I'd experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and... There it was. 'Sting.' Clear as day.' View this post on Instagram A post shared by Jenson Button (@jensonbutton)As this sound-led movement took shape, it wasn't long before Sting Energy's role became official. The speculation and fan theories were confirmed: Sting Energy had entered the F1 arena—not quietly, but as a jolt of audio-visual on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, 'Sometimes the most powerful brand moments aren't manufactured – they're discovered. This wasn't just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it's sonic alignment. Sting Energy didn't just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.'Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, 'Formula 1 has always been about more than just speed - it's about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It's a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.'From Kush Maini, 2025 F2 Monaco Grand Prix winner, to Supercar Blondie, and Karun Chandhok, the wave of support cemented the moment. The crossover of music, motorsport, and pop culture is now complete—and Sting Energy is at the center of across India and the globe are now tuning into more than just the race. They're listening for that moment—when the engines scream, and somewhere in between, you hear it too: 'Stinggg.'Disclaimer: India Today holds no responsibility for the content written on the website as a basis for making any business, legal, or any other decision. Any reliance placed on such material is at your own risk. advertisement
Hindustan Times
6 days ago
- Automotive
- Hindustan Times
The sound of speed: Sting energy, a PepsiCo energy drink, hits the track with Formula 1
Sting Energy®, a PepsiCo electrifying energy drink, has officially entered the fast-paced world of Formula 1® as its Official Energy Drink Partner. This official partnership, sparked by authentic fan curiosity even before the official reveal, began as a viral sound-driven moment and has since grown into a dynamic collaboration, racing from the track to screens worldwide. A post shared by Sting Energy Global (@sting_global) In a sport like Formula 1, where fans obsess over every detail, Sting Energy tapped into the most iconic and visceral element of the experience: sound. On May 23, 2025, world-renowned DJ and producer Armin van Buuren posted a video unveiling a surprising discovery – the sound of 'Stinggg' echoing through the roar of an F1 engine. While isolating audio layers from a race recording, Armin noticed an uncanny resemblance between the engine's pitch and the sonic builds in his music. The post piqued global curiosity, as fans, creators, and even F1 icons joined the conversation. And with that, Sting Energy surfaced. Not as a familiar face in Formula 1, but as a bold new force ready to make its mark. Joining the wave of excitement were 2025 F2 Monaco Grand Prix winner Kush Maini, Formula 1 legend Jenson Button, global auto enthusiast Alex Hirschi (SuperCar Blondie) and Indian F1 racer and motorsport enthusiast Karun Chandhok, who amplified the moment with energized reactions – captivated by the sonic connection between Sting Energy and the roar of Formula 1. Their involvement added credibility to what many had dismissed as coincidence, showing it was something much more deliberate. Without any official announcement or clear branding, people started to wonder quietly: could Sting Energy have been part of Formula 1 all along? The frenzy reached its peak at the Monaco Grand Prix, where F1 fans and influencers from around the world were seen recording the races, reacting in real-time as Sting Energy's now unmistakable sonic signature revealed itself within the raw, high-octane roar of the track. Making the discovery, world-renowned DJ and record producer, Armin van Buuren said, "As a longtime F1 fan, I was revisiting some engine sounds in the studio when one frequency stood out, it almost sounded like 'Sting.' At first, I thought it was a coincidence, but the more I listened, the more melodic it became. It's a great reminder that inspiration can come from the most unexpected places – even a car racing down the track." Jenson Button, 2009 F1 World Champion driver, added, 'I've spent my entire life around Formula 1 – from the garage to the podium, and everywhere in between – and I thought I'd experienced every nuance the sport had to offer. But, when Armin played that engine clip and pointed out what he heard, I was genuinely surprised. I played it back and... There it was. 'Sting.' Clear as day. It's strange, but also kind of brilliant – how something so familiar can hide in plain sight for so long. Once you hear it, you can't ignore it.' Commenting on the roar, Vandita Pandey, VP Marketing at PepsiCo, International Beverages, Energy, said, 'Sometimes the most powerful brand moments aren't manufactured – they're discovered. This wasn't just about launching a campaign; it was about listening to culture and amplifying what fans already felt. This partnership is more than regular sponsorship, it's sonic alignment. Sting Energy didn't just join Formula 1, it revealed it had always been there, embedded in the thrill, hidden in the sound; and now, the world knows. The brand officially takes its place on track with a future of vigorous fan experiences ahead.' Jonny Haworth, Director of Commercial Partnerships, Formula 1, said, 'Formula 1 has always been about more than just speed - it's about emotion, energy, and the sensory experience that comes with every race. This partnership with Sting Energy taps into that energy in a fresh, creative way. It's a celebration of the power of sound, and how culture and sport continue to collide in exciting new ways.' With this partnership, Sting Energy will now supercharge fan experiences across 21 races– through immersive brand experiences, co-branded products, on-pack promotions, and digital storytelling. Breaking away from the traditional sponsorship route, Sting Energy approached this collaboration in a way only it can – by tapping into the power of sound. In a sport where audio is emotion, physics, and adrenaline all at once, Sting Energy transformed a shared sensory experience into an unmissable brand moment. As part of the partnership, Sting Energy will now supercharge fan experiences across 21 races - through immersive brand activations, co-branded products, on-pack promotions, and digital storytelling. PepsiCo, today, announced the groundbreaking multi-year global partnership with Sting Energy as the Official Energy Drink of Formula 1.
BBC News
23-03-2025
- Entertainment
- BBC News
The King's Lynn man who made Shakespeare funny
Archive research has revealed new information about a 16th Century comedian and his influence on William Armin began working with the Bard's acting troupe in the 1590s and became the principal comedic performer in 1599 when William Kemp left the group. Tim FitzHigham, creative director of Shakespeare's Guildhall in King's Lynn, Norfolk, says he believes many of the Bard's best known comedic roles would have been written and performed by the comedian."Robert Armin is a person who fundamentally changed comedy and he is really underrated - and I think people need to know more about him," he said. "He was Shakespeare's principal comedian for the majority of Shakespeare's writing career." Robert Armin was born in King's Lynn in 1565 and his birthplace is now a nail bar on the high the town's connections to Shakespeare have begun to be better known, the story of Armin's life and writing has been hidden until now, Mr FitzHigham said. The creative director, who is researching Armin's life for his PHD study, said his work had revealed more about Armin's relationship with Shakespeare."I think it is fair to say there was a lot of love between the two of them," he said."They came from similar backgrounds, had similar educations - and we know Armin like Shakespeare could read Italian."Armin's roles included starring as the first Feste in Twelfth Night, Autolycus in A Winter's Tale and as the Fool in King reveals Armin left Norfolk at the age of 16 to work as an apprentice goldsmith in joined Shakespeare's acting troupe in the 1590s, becoming the principal comedic performer in 1599 when William Kemp left. Kemp is best known for Morris Dancing from London to Norwich in nine days, a feat that was replicated by Tim FitzHigham. "He was the first person to really study comedy," said Mr FitzHigham. "Without him we wouldn't have Blackadder, we wouldn't really have Faulty Towers, and we wouldn't have The Fast Show because he changed comedy in such a way as to allow character comedians to happen." Armin's story has been shared across King's Lynn's Town Guide Network, who offer tours of the town to highlight it's Guides' chairman, Paul Allford, said: "While we all know about Shakespeare and his probable visits to Lynn, it's not commonly known that one of our own was so involved in his works." Follow Norfolk news on BBC Sounds, Facebook, Instagram and X.
