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).


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