On The Style Track

Leading the brandwagon are sportswear companies. Puma,for one,has cherished its relationship with Ferrari for six years already,and even as it continues to sell Ferrari licensed footwear,apparel and accessories,it has also become the official merchandise partner of the track,by launching its special motorsport range of apparel,footwear and bags across all its stores in India.

Meanwhile,Reebok has chosen to flood its stores with special Formula One collection. As the official sportswear partner for the Force India team,it has a collection of race polos,fan tees/ tri-coloured tees,race sweatshirts and grid jackets (for men and women),not to mention accessories such as caps and special Reebok deos,inspired by the Force India team. Apart from this,there’s also a limited edition Reebok Force India footwear line.

Sajid Shamim,Brand Director,Reebok India,explains why F1 is a great platform to promote the Force India-inspired collection. “Since this is the first Indian Grand Prix,people across the country are looking forward to it. Our Force India gear is an expression of support to the team. We have received a positive response from consumers,as the collection is already one of the bestsellers on our online store,” he says.

The casual wear segment has also joined the fray. While Inkfruit.com has an attractively priced collection of F1 T-shirts,Red Bull team sponsor,Pepe Jeans London,has managed to rope in F1 champion Sebastian Vettel to advertise its Autumn/Winter collection. Chetan Shah,MD (India),Pepe Jeans London,points how their brand strategy includes “targeting the young and the fashion conscious”. “This clientele acknowledges the synergy between universal fashion and the ethos of the Formula One world,” he explains.

And given the elitist nature of the sport,it should perhaps come as no surprise that luxury brands too,are eyeing a piece of the F1 pie. For Tod’s,a tie-up with fellow Italian brand,Ferrari,makes perfect sense; it would also be interesting to note that Diego Della Valle,President and CEO of Tod’s Group,is also on the Board of Directors of Ferrari. No wonder then,its Gommino line of leather loafers has been designed specially for the iconic luxury car.

Luxury watchmakers don’t want to be left behind. TAG Heuer is celebrating 150 years of motor racing heritage by launching a 200 pieces limited ‘India Racing edition’; the TAG Heuer Carrera Tachymeter Chronograph bears the logo of ‘Mastering Speed for 150 Years’ with striking India colours — saffron and green,apart from a car-shaped logo on the dial. Manishi Sanwal,General Manager,LVMH Watch and Jewellery (Indian Subcontinent),notes,“We have been waiting for motor racing to arrive in India,for TAG Heuer has always been a motor racing-inspired brand. This was the right time to dedicate a motor racing edition to India.”

On the other hand,watchmaker Richard Mille has chosen to time its entry into the Indian market with the Indian Grand Prix. Its RM 011 Felipe Massa watch promises to be a treat for all F1-lovers,more so if you’re a Felipe Massa fan. Not only is this Flyback chronograph engraved on the back with a special serial number and the predicate ‘Felipe Massa First Indian Race’,it also sports green and white colours on the dial interior,rounded off with a deep saffron,thus representing the Indian tricolour. And Hublot,too,has launched its F1 King Power India (with the case and bezel made of 18k gold) to celebrate its association with motor racing in India. The formula is all laid out.