When Alix Earle rolled into Louisville for the 150th Kentucky Derby in 2024, the old-school horse racing world didn't exactly know what hit it. You’ve got this century-old tradition of seersucker suits and mint juleps, and then suddenly, the queen of TikTok is there with a massive white hat and a camera crew.
It wasn't just a random appearance. Honestly, it was a massive, calculated takeover. Churchill Downs actually partnered with Alex Cooper’s Unwell Network to bring Alix and her "Hot Mess" energy to the track. They wanted the Gen Z crowd. They got them.
The Alix Earle Kentucky Derby Takeover
People keep asking what the big deal was. Basically, Alix wasn't just there to watch horses run in a circle for two minutes. She was the face of a new era for the Derby. Along with Alex Cooper, she hosted an exclusive infield activation. Imagine thousands of people in sundresses and fascinators trying to catch a glimpse of a podcast recording while the actual races were happening.
She showed up in this vibrant floral gown—very classic Derby—but she paired it with baby pink Malone Souliers pumps. Her hat was huge. Like, "don't sit behind me" huge.
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The numbers don't lie. Her content from that weekend pulled in over 4.2 million views on TikTok and nearly 2.3 million impressions on Instagram Stories. For a sport that usually caters to a much older demographic, that kind of reach is insane. But not everyone was happy.
Why the Traditionalists Were Mad
If you spend any time on "Horse Racing Twitter," you know those fans are protective. When Alix attended the Pegasus World Cup earlier that year, the purists lost their minds. They felt like influencers were "ruining" the prestige of the sport.
By the time the Alix Earle Kentucky Derby buzz peaked in May 2024, the tension was real.
- Critics argued she didn't know anything about the horses.
- Fans argued she was making the sport relevant again.
- Churchill Downs mostly just looked at the follower growth—Alix gained 90,000 new followers just from that one weekend.
The reality is that horse racing needs new blood. Whether you love the "Get Ready With Me" (GRWM) videos or hate them, she brought millions of eyes to Louisville that wouldn't have looked twice at a racing form otherwise.
Returning in 2025: The Braxton Berrios Factor
The 2025 Derby felt different. The "newness" had worn off, and Alix was now a regular fixture in the high-stakes sports scene. She returned with her boyfriend, Braxton Berrios of the Houston Texans.
They did this hilarious segment for NBC Sports where they tried to guess the origins of horse names like "Citizen Bull" and "Sandman." It was a reminder that Alix’s brand isn’t just about being pretty in a dress; it’s about that self-deprecating, "I'm just a girl" vibe that makes her feel like your best friend.
The Career Pivot Everyone Missed
During the 2025 festivities, Alix spoke with E! News on the red carpet. This was right around the time rumors were swirling about her relationship with the Unwell Network. She teased "lots of plans" for her career and her own business ventures.
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While everyone was focused on her yellow dress and glam, she was low-key laying the groundwork for life after the influencer bubble. It’s a smart move. You can only do so many GRWM videos before the audience matures.
What Most People Get Wrong About Influencers at the Derby
There's this myth that influencers just show up, take a photo, and leave.
For the Alix Earle Kentucky Derby campaigns, the logistics were a nightmare. Lemonade PR, the agency behind the 2024 run, had to manage every single "deliverable." We're talking about 10 major pieces of content, real-time schedule shifts, and styling coordination that starts months in advance.
It’s a job.
Alix’s sister, Ashtin, is often in the mix too. The "Earle Girls" have become a brand of their own. When they show up at Churchill Downs, it’s a family business operation. They aren't just drinking 15-dollar juleps; they’re meeting with brand executives from Celsius and Don Julio in the private suites.
How to Do the Derby Like Alix
If you're planning to head to Louisville because you saw it on your For You Page, there are a few things you should know. It is not all "glam and roses."
- The Mud Factor: Churchill Downs can get messy. Alix makes it look easy, but those Malone Souliers pumps were likely ruined by the end of the day. If you aren't in a private suite, wear wedges.
- The Schedule: The big race—the actual Kentucky Derby—happens in under two minutes at the very end of the day. Most of the day is spent waiting, drinking, and trying to find a bathroom.
- The Fashion: It’s one of the few places where "more is more." If you think your hat is too big, it’s probably too small. Alix leaned into the floral trends, which are a safe bet every year.
The Actionable Side of the Hype
If you want to capture the same energy for your own brand or just your social feed, don't just copy the outfit.
Watch the storytelling. The reason the Alix Earle Kentucky Derby content worked wasn't because of the dress. It was because she showed the chaos. She showed the "behind the scenes" of the glam process. She showed the awkward moments.
Your Next Steps for Derby Season
- Book Early: If you want to go in 2026 or beyond, hotels in Louisville sell out a year in advance. People literally rent out their houses for five figures.
- Follow the Brands: If you're looking for the "Alix experience," look at who she partners with—Celsius, Sports Illustrated, and the Unwell Network. Those are the parties you want to be at.
- Check the Podcasts: Listen to the "Hot Mess" episodes recorded during the Derby weeks. They give a much more honest (and often hungover) account of what actually goes down in the Millionaires Row.
The Kentucky Derby survived for 150 years on tradition. It’ll survive Alix Earle. In fact, it’s probably better off for it.
To keep up with the latest fashion shifts at major sporting events, you can track the official Churchill Downs style guides that now explicitly include influencer-inspired trends and modern fascinator designs.