Ducati ties with Fila for clothing debut

Ducati Corse, the world-renowned motorcycle marque, is transforming itself into a clothing brand as part of a wide-ranging sponsorship and licensing deal with Italian sportswear firm Fila.

The companies are joining forces to take the Ducati brand onto the high street for the first time through two fashion collections. Launching next spring, the first will be based on Ducati's Superbike team apparel and target fashion-conscious younger consumers.

The second range will be based on clothing worn by Ducati's MotoGP team and aimed at self-styled 'metropolitan bikers' looking for good-quality clothing that affords protection against the elements. Both collections will be sold in fashion and sportswear retailers around the world.

Under the two-year agreement between the companies, Fila will also become the title sponsor of Ducati's Superbike team, which receives global media exposure.

Fila will also become a technical sponsor of the Team Ducati Marlboro MotoGP, another premier motorsport series, which features prototype machinery and is known as motorcycling's version of Formula One.

The deal marks the latest stage of Fila's global motorsports project aimed at relaunching the brand in key international markets. It is already involved with the Ferrari Formula One team and world champion Michael Schumacher.

Ducati was recently voted the 'coolest brand' in the UK by the Superbrands Cool Council in a survey of 18- to 30-year-olds' perceptions of 'cool' (Marketing, August 15).

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers