The internet has long joked about Charles Leclerc's "side quests" — his ventures into ice cream brands, classical music, and fashion collaborations while racing for Ferrari. But in a masterful move that would make any business strategist proud, the Monégasque driver just turned the meme into money, launching SIDEQUEST, a creative studio that's already reshaping how athletes engage with culture and brands.

The Birth of a Business Empire

What started as a simple voice message to brand strategist Nicolas Jayr, asking for help "capturing his life," has evolved into something far more ambitious.

Launched officially on August 21, 2025, SIDEQUEST represents a bold departure from traditional athlete endorsement models. Based in Monaco and Amsterdam, the studio brings together Leclerc, photographer-filmmaker Antoine Truchet, and brand strategist Jayr to create what they call "authentic storytelling with long-lasting impact".

"This isn't about me as a brand. It's about what we can build creatively, together," Leclerc explained. The studio's name cleverly embraces the fan-created narrative around his diverse interests. "My fans frequently mention my 'side quests,' and I genuinely view that as a compliment," he noted. "These projects are not merely distractions; they are integral to my thought process, self-expression, and creativity".

The European Sensibility Advantage

SIDEQUEST aims to differentiate itself through what Jayr calls a "distinct European sensibility" combined with global ambition. Unlike traditional sports marketing agencies that focus on celebrity endorsements, the studio prioritizes narrative craft and human connection. Truchet, serving as Chief Creative Officer, emphasized this approach:

"I've always chased the human side of sport, the emotions that make an athlete relatable. With SIDEQUEST, we bring that honesty into every frame".

The results speak volumes. Since their first collaborative project in 2022 — a "24 Hours in Monaco" vlog that garnered nearly 10 million views — Leclerc's Instagram following has exploded from 7 million to almost 20 million followers, while his YouTube channel has attracted over 1.3 million subscribers.

Strategic Partnerships and Future Vision

The studio has already secured notable clients, including LEC, Leclerc's ice cream brand; Chivas Regal, a whiskey maker; and APM Monaco, a jewelry brand. But the vision extends far beyond traditional sponsorship deals. "What sets us apart is the blend of perspectives behind it: an elite athlete, a talented filmmaker and photographer, and a seasoned agency and marketing expert," Jayr explained.

This approach reflects a broader shift in sports marketing, where athletes are becoming cultural architects rather than simple brand ambassadors. The team's philosophy centers on building stories "from the inside out" — focusing on human emotions and authentic experiences rather than polished corporate messaging.

The Bigger Picture

For US sports fans and marketing professionals, SIDEQUEST represents a fascinating case study in athlete entrepreneurship. While American sports stars have long leveraged their fame for business ventures, Leclerc's approach emphasizes creative storytelling over pure celebrity power. This European model of athlete-led creativity could influence how American sports figures approach brand partnerships and content creation.

The timing couldn't be better. As AI transforms content creation, Jayr notes that human-driven narratives will remain crucial differentiators, ensuring that audiences continue to seek meaningful connections over algorithm-generated content.

SIDEQUEST isn't just another celebrity venture — it's a blueprint for the future of athlete influence, where success is measured not just by victories on the track, but by the cultural impact and authentic stories left behind. For Charles Leclerc, turning fan jokes into a creative empire proves that sometimes the best business ideas come from embracing what makes you different.