The lifestyle and sports creator talked to Boardroom about the importance of representation in motorsports as she builds an inclusive online community for fans.
This feature is part of a series spotlighting women in motorsports. Check out our other features on GB3’s Bianca Bustamante and NASCAR’s Brehanna Daniels.
Motorsports — whether it’s Formula 1, NASCAR, or IndyCar — need more women of color.
When you look at F1 Academy, the lack of Black women isn’t just a coincidence — it’s a result of little to no investment at the grassroots level. Lifestyle and sports creator Tasia Johnson said we need more diversity programs, like NASCAR’s Drive for Diversity, to create real opportunities.
“Why are we not seeing any Black girls in F1 Academy? Because they weren’t invested in at the karting stages. If you think of Black women in F1, you probably think of me — and that’s the problem. I don’t want to be the only one,” Johnson told Boardroom. “Brehanna didn’t even know she was interested in NASCAR until someone put it in her face. It’s gonna take multiple Brehanna Daniels, Naomi Schiffs, and women of color to get to the top.”
Johnson spoke with Boardroom about the importance of representation in motorsports and how she’s cultivating an inclusive community through watch parties, race meetups, and online discussions.
All Roads Lead to Content
Johnson’s journey into the world of motorsports wasn’t driven by a lifelong passion but by a chance discovery. She grew up as a theater kid but was always interested in sports. Johnson was introduced to F1 in 2021 when a friend recommended she watch Netflix‘s Drive to Survive, and by 2022, she was fully immersed in the sport. While the drama and Lewis Hamilton’s charisma initially drew her in, it wasn’t her first brush with racing. Johnson grew up near Texas Motor Speedway, but she never paid much attention to the sport — until F1’s unique mix of competition and spectacle captivated her. In 2023, a trip to the Canadian Grand Prix cemented her dedication to the sport despite the muddy, chaotic weather conditions.
Johnson’s interest in F1 deepened over the years, evolving from casual fandom to an all-consuming passion, and she decided to build a community online. Johnson had been dabbling in lifestyle content creation for some time until she discovered a vibrant online community of F1 enthusiasts.
“I didn’t even know that was a thing,” she admitted.
Subscribe for the biggest stories in the business of sports and entertainment, daily.
Recognizing an opportunity, she launched an F1-focused Instagram page in December 2023, quickly amassing a following under the banner F1 Femme. Her authentic voice and colorful aesthetic resonated with an audience hungry for representation. But it didn’t stop there. Johnson used her platform to foster an inclusive space where those traditionally underrepresented in motorsports can engage and indulge in motorsports via watch parties, gatherings, and more.
“I started that page Dec. 16, and then I had 40,000 followers by Jan. 30,” she said. “I had one viral reel that like went off, and at the time, my name was F1 Femme, and I loved that because I love being a femme lesbian.”
In August 2024, reports emerged that F1 began issuing cease and desist letters to content creators and businesses using F1 in their social media handles, citing trademark infringement. As the sport’s global popularity continues to rise, F1’s commercial rights holder, Liberty Media, is cracking down on unauthorized use of its branding to protect its intellectual property. The move primarily targets creators and companies that could be mistaken for official F1 affiliates, potentially misleading fans or profiting from the sport’s name without permission. While some argue this is a heavy-handed approach that stifles fan engagement, others see it as a standard corporate measure to maintain brand integrity.
Johnson embraced the rebrand as a chance to expand her reach, changing her handle to @tasiajewelx without hesitation. Since growing her online presence, she has launched a Discord server with dedicated channels for everything from life beyond F1 to race meetups.
“In hindsight, I think it has been for the best for everyone because you have to create a whole identity outside of F1,” Johnson said. “At the end of the day, I knew that F1 wasn’t the only thing that I am.”
Johnson has worked with countless brands on motorsports-related content, but one of her biggest opportunities came during the 2024 Las Vegas Grand Prix when she landed a deal with Icy Hot and got to interview McLaren’s Lando Norris.
“I do not take going to races for granted, especially if I get paid to go. I hope that one day I can pay it forward and help people attend races,” she said.
Johnson’s success hasn’t made navigating the motorsports world any easier. She’s dealt with the red tape of official channels, the stinginess of some industry players, and the toxic side of online fandom. But through it all, Johnson has learned how to balance her love for the sport with protecting her peace.
“Things always come up at the last minute as a creator. I found out about Icy Hot a week before,” she said. “I’m not chasing anything this year. What’s meant for me is coming to me.”
Shifting the Narrative
Social media has become instrumental in fostering a stronger woman-based F1 fandom. Johnson emphasizes the unique perspectives women bring to the sport, highlighting their influence on everything from fashion to fan engagement.
“Without social media, I don’t think there would be women interested in Formula 1 or motorsports,” Johnson said. “Women are bringing more conversations to the forefront. Without women, the sport and the teams wouldn’t have some of their best creatives.”
Still, Johnson explained how she has to work overtime and manifest extra hard to secure her opportunities. She pointed out that the motorsports industry isn’t investing in content creators, largely because they don’t see enough value in their reach. Since most of their audiences are already fans, companies aren’t prioritizing partnerships with creators in the space.
“We are the ones getting up at 3 a.m. watching the races, she said. “Women are passionate and dedicated. We are right there at the forefront.”
The motorsports industry continues to face a significant diversity gap, particularly in visible roles, with teams needing to make a more active effort to hire diverse candidates. Even in the content creator space, white women dominate the landscape, leaving little room for Black women. Johnson said she’ll continue to use her platform to advocate for systemic change, working to bring more Black women and marginalized groups into motorsports media while pushing for greater inclusivity across the industry.
“We deserve it, and we also are here and really want to be a part of the sport, just as much as anyone else,” Johnson said.
Although there’s still progress to be made, Johnson is proud of the increasing diversity of women at races since she joined the sport in 2022. She remains committed to pushing the needle further while expanding her content to include other sports and industries like travel.
“I want to continue to show fans what it can be like to turn your passion and your fandom into enjoyable work,” Johnson said.
Read More:
The Afrobeats Takeover: Africa’s Soundtrack Goes Global
Nike and Hyperice Just Dropped the Apple Vision Pro of Recovery Gear
Meet the Man Behind Some of the NBA’s Biggest Changes
Jay Ellis Plays Every Role Like a Team Sport
‘SINNERS’ Marks a Bold New Chapter for Ryan Coogler & Michael B. Jordan
