Indy 500 helmet honors frontline workers

August 19, 2020

INDIANAPOLIS, August 20, 2020 – NTT INDYCAR SERIES driver Alexander Rossi has once again teamed up with TAG Heuer to design his custom Indianapolis 500 helmet. Similar to his helmet design the past two years, the concept combines the world of racing and art. But this year’s theme salutes COVID-19 heroes and frontline workers, and highlights the time and patience everyone is putting towards the efforts.

“With the stress and uncertainty of the pandemic, some days seem to be in slow motion, while others move too fast,” said Rossi. "The body of the helmet incorporates imagery reflecting time, and the diligence and fortitude of people from around the world. And the top of the helmet is a salute to our frontline heroes who have been working tirelessly to keep folks safe and healthy.” 

“It’s an honor to once again collaborate with Alexander Rossi on the special design of his Indianapolis 500 helmet,” said Benjamin Beaufils, President of TAG Heuer North America. “This year’s custom artwork reflects the intersection of timekeeping and racing, and includes a wonderful homage to the frontline workers who have served as heroes throughout the pandemic. While we won’t be able to join Alexander on the ground in Indy this year, we’ll be cheering him on virtually and anticipate an incredible day on the track.”

In addition to the thank-you on his helmet, Rossi is working with friend and race photographer Alison Arena of Ignite Media Photo to RAISE MONEY for Gleaners Food Bank in Indianapolis, as well as an organization called Direct Relief that provides aid and medical supplies around the world.

"The funds raised by this initiative will go towards the No One Runs On Empty campaign and its bold goal to provide 10 million meals to those in need,” said John Elliott, President/CEO of Gleaners Food Bank of Indiana. "We’re grateful to Alexander Rossi for thinking of hungry Hoosiers and for recognizing that #NoOneRunsOnEmpty."

The Indianapolis 500 is typically run on Memorial Day weekend. But with schedule changes due to the COVID-19 pandemic, the 104th running will take place (without spectators) on Sunday, August 23, with coverage beginning at 1 p.m. ET on NBC. Rossi is the 2016 Indianapolis 500 winner and drives the No. 27 NAPA AUTO PARTS / AutoNation Honda for Andretti Autosport.

TAG Heuer is the Official Timekeeper of the NTT INDYCAR SERIES, as well as the 104th Indianapolis 500. The Indy 500 is part of the NTT INDYCAR SERIES, the premiere open-wheel racing Series in North America. The race is often referred to as ‘The Greatest Spectacle in Racing’ and is considered one of the most prestigious motorsports events in the world.

About TAG Heuer

TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland and with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on the watchmaker’s website for select countries and in 160 boutiques and 3,500 points of sale worldwide. The company is led by Frédéric Arnault, CEO of TAG Heuer.

For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, the first luxury smartwatch in 2015, and the ground-breaking Isograph technology in 2019, made possible through a unique collaboration with the TAG Heuer Institute. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines.

Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance. These include the Formula E World Championship, of which the brand is a founding partner, the TAG Heuer Porsche Formula E team, the Aston Martin Red Bull Racing Formula 1 Team, the Formula 1 Monaco Grand Prix, the World Endurance Championships, the Indianapolis 500, legends Steve McQueen and Ayrton Senna, actors Chris Hemsworth and Patrick Dempsey, ATP next-generation tennis players Alex de Minaur, Frances Tiafoe, Denis Shapovalov and Felix Auger Aliassime, and surfer Kai Lenny, among others. 

Instagram: @tagheuer, Twitter: @TAGHeuer, Facebook:

About Gleaners Food Bank of Indiana, Inc.

Gleaners was founded in 1980 and is a respected leader within Feeding America the nation’s food bank network. Since that time, Gleaners has distributed more than half a billion pounds of food and critical grocery products through more than 585 hunger relief agencies, schools and community partners serving needy Hoosiers. Charity Navigator has recognized Gleaners as a 4-Star organization, the highest rating for charity demonstrating fiscal management and accountability. In addition, Gleaners is an accredited charity with the Better Business Bureau, and has earned a Platinum Seal of Transparency from GuideStar. No One Runs On Empty is an awareness initiative designed to promote greater understanding of food insecurity. To learn more, visit


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