Red Bull extends into fashion with annual UK show

Red Bull is making its first foray into the lucrative fashion industry, with the launch of an annual event intended to showcase the best fashion talent in the UK.

The energy drink brand is working with entertainment and marketing group IMG on the event, and the two have appointed TBWA\London to develop an advertising campaign to build awareness and attract registrations.

The first event will take place next September, culminating in an annual fashion show and awards to be held each autumn.

A range of partners will be unveiled in the new year, and a TV programme to support the event is being considered.

Red Bull's move into fashion marks an expansion of its sponsorship focus, which until now has revolved around extreme sport and one-off high-profile events such as the Red Bull Flugtag.

Red Bull, which appointed Guy Carling as UK marketing director last month (Marketing, November 20), hopes to build on its popularity by offering an entry to the fashion industry to people from all walks of life, especially those with no previous connection to it.

The ad campaign will break early next year. A spokeswoman for Red Bull said its appointment of TBWA\ London had been made on a project basis and would have no bearing on its existing advertising arrangements with Kastner & Partners.


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


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