MotoGP is expanding its reach by entering the world of high fashion. How? By joining forces with MCS, which has a tagline of “American Heritage, Italian Design.
Working with MotoGP, the Italian fashion house MCS, formerly known as Marlboro Classics, has developed a new men’s collection, which will hit stores by the end of April 2014.
The collection has been developed taking inspiration from MotoGP’s extensive heritage, mixed with Classic MCS product silhouettes. It features new branding and unique MotoGP illustrations incorporated on leather and canvas outerwear, jeans, sweats, t shirts and polo shirts.
The collection will be sold in MCS stores worldwide, multi brand retailers and on the MotoGP online website. Pricing for t shirts ranges from €40 up to leather jackets at €600.
“It has been great to work so closely with the MotoGP team. We feel the excitement and thrills of the event perfectly suit our MCS goal to be the most exciting brand for men. We have an exciting year ahead, following the MotoGP season around the world” said Leo Cantagalli CEO of MCS.
“We are delighted to have reached a license agreement with MCS to develop a clothing collection that represents the quality as well as the excitement of our sport. We feel with MCS that they have captured the feeling of MotoGP and delivered it in a way that appeals to existing and new audiences. We wanted something more than a “trackside collection” and certainly now have a collection full of quality and refined style as well as exciting fashion pieces” said Pau Serracanta, Managing Director, Commercial Area, at Dorna Sports.
The joint marketing plan to support the collection, starts in May to coincide with the Monster Energy Grand Prix de France in Le Mans, includes PR, online marketing, access to the huge MotoGP fan base, Windows and POS as well as consumer tickets for the MotoGP VIP Village.
MotoGP is the premier motorcycle racing World Championship, it has 19 events per season in 15 countries, with 93,000,000 visitors to its website and over 5 million Facebook fans.
This collaboration will take MCS one step further to becoming “The most exciting affordable luxury brand for Real Men”. MCS, formerly known as Marlboro Classics, is the original American West lifestyle brand for men, it has over 200 stores and over 1,400 shop in shops in 45 countries.
The full collection will be available from 1st May on www.store.motogp.com/eng.