Gucci enters into a partnership with the Alpine Formula One Team and at the same time launches a new platform within the brand environment.
The Italian fashion house will become the title partner of a team in the motorsport series for the first time, Gucci announced on Wednesday. From next year’s World Championship, the team will compete under the name ‘Gucci Racing Alpine Formula One’. This also results in the new business and experience platform ‘Gucci Racing’, which is “built on the values of performance, precision, discipline and excellence at the interface of luxury and sport”.
“We see it as a space for creativity, the pursuit of excellence and human achievement [die Formel 1] as a unique platform for a luxury brand to push boundaries, create meaningful connections and build long-term value and brand desirability – while delivering measurable and sustainable impact,” said Luca de Meo, CEO of Gucci parent Kering.
Gucci wants to use the global reach of Formula 1 to present itself to the “rapidly growing, increasingly diverse and demanding audience” in strategically important markets. The partnership with the racing team should be designed beyond that on the track. A number of initiatives are planned – from content and products to exclusive customer experiences.
