Levi Strauss & Co.’s Post

𝐒𝐩𝐞𝐞𝐝 𝐌𝐞𝐞𝐭𝐬 𝐒𝐭𝐲𝐥𝐞: 𝐋𝐞𝐯𝐢’𝐬® 𝐱 𝐌𝐜𝐋𝐚𝐫𝐞𝐧’𝐬 𝐃𝐞𝐛𝐮𝐭 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 The Levi’s® brand has long been a cultural icon, making its mark at sporting events, fashion weeks, music festivals, and art exhibitions. From naming Levi’s® Stadium to creative collaborations like Levi’s® x Starter, the brand’s ties with sports, especially motorsports, have evolved over decades. Exploring Levi’s® in Motorsports For over 50 years, Levi’s® has been intertwined with motorsports. Beginning in the late 1960s and 1970s, the brand ventured into auto racing with advertisements, initiatives, and sponsorship of Formula 1 legend Niki Lauda in the 1970s. In the 2000s, Signature® by Levi Strauss & Co. sponsored NASCAR champion Jimmie Johnson and his brother, Jarit Johnson. The popularity of racing series such as Formula 1, IndyCar, Formula E, Extreme E, and esports has surged, particularly with Formula 1 drawing over six million spectators in 2023 and a diverse global fan base, nearly 40% of whom are women. Introducing Levi’s® x McLaren Racing This week, Levi’s® expands its racing legacy with the debut of the Levi’s® x McLaren Racing Collection, a partnership with the British racing team. The collection pays homage to McLaren Racing’s vintage era and taps into the sport’s growing appeal. This marks Levi’s® first collaboration with keep reading the story: https://lnkd.in/gMPppsNZ Levi Strauss & Co. McLaren Automotive Ltd #fashion #clothing #collection #collaboration #trade #trending

Many view the Marlboro and McLaren partnership as a thing of the past. I beg to differ. The failure to recognize the long-term effects of such a partnership is blocking a more nuanced understanding of its game-changing impact. Examining this partnership again, it continues to hold substantial relevance even in the present day. Here’s why. ➡️ 1st sponsorship with British Racing Motors in 1972 (Lasted 2 years). ➡️ 2nd was a sponsorship with Ferrari in 1973 (Major sponsor after 1993). ➡️ 3rd sponsorship with McLaren in 1974 (Lasted 23 years). During Mclaren’s period, nothing stood out more than the Red and White design. They were making significant noise and acquiring new customers because of it’s 👉 Multiple championships 👉 Iconic drivers 👉 Iconic livery Their relationship and iconic livery ended with Mclaren in 1996, but they simply moved to the next team in the paddock with Ferarri. (The subliminal marketing that Ferrari created, I will leave that for another day.) I think their name and design still hold relevance today for three reasons. → Nostalgia → Streetwear culture → Cross-industry appeal One search on Pinterest or Google of Marlboro will send you down a spiral of images of retro jackets and liveries in the red and white design. I mean, I don’t even smoke, but it just looks so cool. The nostalgia associated with the Marlboro-McLaren partnership has fueled a resurgence of interest in retro fashion. Enthusiasts and designers have incorporated elements of the iconic livery into clothing, accessories, and streetwear. Marlboro's influence has transcended the racetrack. It showed us that motorsport could be more than a sport—it could be a lifestyle. Taste, in motorsport and culture, was redefined. Photo by Automobilist & Pinterest. P.S. If you think this is interesting, repost it to your network. #sportsbiz #linkedinsports #fans #motorsports #formula1 #marketing

Andretti Autosport's rebrand to Andretti Global may seem on the surface like a simple smarten up to align with their bid to join Formula 1, but there's more to it than that. Andretti are a truly global operation, currently racing in eight series across six continents, with clear ambition to expand this further. They cover single seaters, sports cars and off-road, with only McLaren and Team Penske coming close to them in terms of worldwide motorsport competition. From a branding perspective, the updated Andretti Global name and logo will help create a clearer identity for the team with its fans across all championships in which they compete. It's not often that a major motorsport team rebrands, and it is reflective of the widening focus that all teams now need to have with regards to engaging with fans and broadening the scope of their business beyond the racing on the track. Sports teams and clubs are becoming more and more like media businesses, with a need to produce engaging content through multiple channels. To this end, Andretti have said that the rebrand will bring a new structure to their social media presence, with fans able to look forward to a "new digital experience from the most trusted name in motorsports". Chairman and CEO Michael Andretti has also said that their goal is to be "engrained in the culture of their fans, teams and partners." The digital transformation of the business is critical to this, and they may well look to their contemporaries at McLaren for inspiration. With one of the most active social media presences in the industry, helped in no small part by the marketer's dream that is Lando Norris, they are certainly a team embracing the changing digital nature of the sport. Of course, a lot of the growth of the Andretti brand will hinge on whether they are in F1 come 2026, something they are clearly still planning for. In the meantime, the first outing with the refreshed name and logo will be next month when Formula E testing gets underway. #andretti #motorsport #sportsbiz

How focusing on creating a clear consumer alignment will allow you to win the race. Last week, I was so happy to see the continued success of F1 and Puma in North America. A few years ago, the puma brand was struggling to get Motorsport or F1 going in NA. We understood the hard core fans, but the brand at the time could not breakout outside the older traditional consumer and make it a lifestyle growth engine. My team and I went to the global motorsports team in Germany and pitched a strategic idea around focusing on the US youth culture consumer to re-energize the brand ( as the business was declining double digits). The plan was based around connecting the assets like BMW, Ferrari, etc beyond the hardcore fan. Collectively, we developed a strategy around bring in the right partners, focus on products that were relevant for the market, creating a clear distribution with the end consumer in mind, tiered plan to not just sell the product but to make it aspirational and combine both our knowledgeable and passionate teams. We aligned to collaborate with great partners like meek mill, roc nation, The Weeknd, Rihanna, etc, and with the global partners. With my great team of product mangers and strategist like Ian Forde, David Ballin, Beth Greenfield, etc, we expanded the product range while focusing on silos that would expand and ignite the brand appeal. This started to unlock the opportunity and paved the way for the like of ASAP Rocky, and Rihanna among other to further embrace the brand and sport, taking it to the next level. The future looks bright, not just because cities like Vegas and Miami are putting millions into it but because there is a clear connection to the youth culture and streetwear consumer communities now ( just look at who attended Vegas).I couldn’t be more happy for a great passionate groups lead by Thomas Josnik Robert Knapp, etc (and some of the other that have moved on like Mathias Mehburger ) and the success they had and will have in the future. It shows if you combine a clear strategy, passion, teamwork, clear consumer focused and build it over time, everything is possible. Congrats team and keep building!!!!💪🏾 #teamwork #pumalife #consumerinsights #strategicpartnerships #strategicforesight #branddevelopment

🚀 2024 V8 SuperUte Season | Exciting Opportunity for Motorsport Enthusiasts and Brands! 🏁 SWL Racing is at the forefront of motorsport excitement, blending high-speed action with brand exposure to create a winning formula for drivers and sponsors alike. We're offering an exclusive chance for your brand to partner with SWL for the 2024 V8 SuperUte Season and enjoy unparalleled visibility throughout the season. 🏎️ Custom Livery Design: Showcase your brand on our SuperUtes, turning heads on every corner of the track. 📸 Professional Media Content: Enhance your marketing campaigns with access to high-quality photography and videography from each event. 🎽 Branded Team Gear: See the SWL Racing team outfitted in Komatsu-branded apparel, maintaining a strong brand presence throughout each event. 🤝 Cross-Promotion and Media Engagements: Join us in a series of promotional activities designed to amplify your brand’s presence. 🌟 Prime Event Access: Treat your clients or staff to VIP experiences at top-tier motorsport events. This is more than just a sponsorship; it's a chance to inject your brand into the heart of racing excitement and engage with a passionate audience. Plus exclusive access to Rocky Nationals commercial space. Know someone? or ready to speed ahead with us? Let's connect and discuss how we can drive your brand to the winner's circle. #SWLRacing #V8SuperUte #SponsorshipOpportunity #Motorsport #Branding #Marketing #EventProduction #ProjectManagement #ArtefactGroup

"𝗠𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁𝘀 𝗶𝘀 𝗻𝗼𝘁 𝗶𝗻-𝗹𝗶𝗻𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗼𝗳 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀". 🤦♀️ How many times in the last 15 years I got this answer when offering F1 or MotoGP to brands in the fashion industry… Well, I call bulls**t. And here is why 👇   In the last few weeks alone, the world of fashion has seemingly collided with the world of sport, and specifically motorsports in a BIG way, and it isn’t a trend that is going away any time soon…   - Palace Skateboards X Kappa X Alpine - PUMA Group x Formula 1 X A$AP Rocky - Joshua Vides X Puma X Scuderia Ferrari - sacai X AMG - Versace X Lewis Hamilton - Takashi Murakami X +FOUR FOUR   𝗦𝗼, 𝘁𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗻𝗼𝘄 𝗯𝗲 𝗮𝘀𝗸𝗶𝗻𝗴 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀 𝗶𝘀 𝗻𝗼𝘁: "Should we get into the world of motorsport?" But rather: "How do we get into the world of motorsports, and how do we ensure we align ourselves to the right: property, team, driver, brand?" Well funnily enough… I know a bit about that, and my DM is open.   Yes, I’m talking to you: Jacquemus Aimé Leon Dore The North Face, a VF Company Face Carhartt WIP (Work In Progress) NOCTA Stussy, Inc. Off-White …and many more in the industry   𝗣.𝗦. 𝗦𝘁𝗶𝗹𝗹 𝗻𝗼𝘁 𝗰𝗼𝗻𝘃𝗶𝗻𝗰𝗲𝗱 𝘀𝗽𝗼𝗿𝘁𝘀 𝗮𝗻𝗱 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗮𝗿𝗲 𝗮 𝗺𝗮𝘁𝗰𝗵? Well, I'll let you tell that to HUGO BOSS that started sponsoring motorsport in 1975, and sponsored McLaren Racing for 30 years, then Mercedes and now Aston Martin F1 Team, or to Tommy Hilfiger who started sponsoring motorsport in the 70ies passing through Scuderia Ferrari and now Mercedes-AMG PETRONAS Formula One Team…   #fashionmarketing #motosports #formula1 #sportsmarketing

Sponsor on the visor: small space, great effectiveness In motorsport, the quest for the viewer’s attention is not limited to the track and cars/bikes but extends to the smallest and most tactical angles. The drivers’ helmets. These small spaces, though negligible on the surface, have proven to be an exceptional asset for sponsors, eager to discover ever more innovative ways to stand out among the myriad of brands present, sometimes haphazardly. In recent years, there has been a marked increase in the importance of sponsors who prefer to display their brand on riders. Every millimeter of the helmet, the suit and, even more so, the visor, has been turned into a treasure trove for inserting logos. The physical proximity to our hero makes this option one of the first to consider when approaching a sponsorship project setting ambitious visibility goals against perhaps low investment. After races, interviews, or the podium, these small but tactical spaces provide sponsors with prolonged and unparalleled visibility: is connected to a human being who transfers emotions in a different and more powerful way than a mechanical medium, albeit as exceptional as a F1 or a MotoGP. #motorsport #branding

Is heritage an asset in motorsport mktg? - yes it is, a priceless one - Heritage is a unique and exclusive asset that must be treasured and exploited, in motorsport as well. Among the many aspects that make motorsport such an incredibile entertaining platform, we can definitely include its heritage. It can consistently complements the innovation and modernity of the present. Formula 1, MotoGP, NASCAR are intertwined with innovation, research, development, speed, and exclusivity. Yet history and heritage equally hold their own ground, reflecting in: - past victories - legendary drivers - unforgettable cars - edge-of-your-seat races ... Fans love the present but they are also still passionate about the past. The magic happens when you encapsulate it into tangible things - limited edition, licensing collection, merchandise... So... Well done Hollister Co. for this collection, I love every single piece of it 👏 Retro, vintage appeal is not just for the young generation.  Old motorsport fans will cherish it too. Which one is your favourite? Mine? ...pretty clear from the pic, right? P.S. Do you know what business sector is predominantly present in licensing deals? #Motorsport #licensing

Yesterday, PUMA Group and Williams Racing announced a multi-year global partnership, which will see PUMA provide the team with official team kit and racewear for the drivers, as well as distributing official merchandise 🏎 🎉 PUMA Group have a long history in motorsport. They are currently a partner of Ferrari and of Mercedes-AMG PETRONAS Formula One Team, have established their presence in endurance racing and IMSA with BMW Group, and sponsor Porsche AG's Formula E team. They have even launched a motorsport themed clothing collection, featuring prominent figures in motorsports such as Lissie Mackintosh, Simona De Silvestro and Naomi Schiff. It all feeds in to PUMA's goal to be the "number one sports brand in motorsport". There are a number of brands that have become synonymous with a sport. You can't talk about football without thinking of Nike and adidas. You can't watch an extreme sport and avoid Red Bull. And you can't go to a golf tournament without spotting ROLEX. PUMA Group are well on their way to becoming synonymous with motorsport. Their biggest competitors haven't managed to break their dominance - neither Nike or adidas have a presence in Formula 1, and while Umbro previously had a partnership with Williams Racing, now even this sits with PUMA. However, this may all be about to change if the rumours surrounding adidas and Scuderia AlphaTauri F1 Team are true. If so, PUMA Group are right to move fast and pick up as many partnerships in Formula 1 as they can, before adidas enter the space. Personally, I think the race for dominance in the sports sponsorship space is really exciting to watch, and I can't wait to see if PUMA Group can achieve their goal over the next few years 🌟 🚀 If you're interested in finding out more about how your brand can leverage sports partnerships in the Middle East, feel free to reach out at charlotte.mcging@dune23.me 📩 📸 PUMA Group and Williams Racing #f1 #sports #sportssponsorship #sportspartnerships #formula1 #motorsport

Lewis Hamilton's move to Scuderia Ferrari for the 2025 Formula 1 season is not just a sporting transfer but a significant shift for global sports marketing. With Ferrari's prestige and Hamilton's global icon status, this partnership creates an unparalleled synergy that transcends the world of motorsport. This deal is about creating a captivating narrative that resonates with millions worldwide, irrespective of on-field results. In today's sports marketing era, where personalities, drama, and narratives play a pivotal role in captivating audiences, Ferrari's decision to join forces with Hamilton is a masterstroke. It's not just about winning championships; it's about winning the hearts and minds of millions globally. Ferrari understands that the power of a strong brand and a compelling story can be as influential as sporting achievements themselves. This strategic move ensures that the brand remains synonymous with excitement and excellence, both on and off the track. This partnership is a testament to the changing dynamics of sports marketing, where creating compelling stories and engaging with fans through powerful personal brands is crucial. Ferrari has ensured that it remains at the forefront of public attention, not just for its racing prowess, but as a brand that embodies excitement and glamour. In the context of Formula 1's evolving landscape, where the line between sport and entertainment increasingly blurs, this deal is a clear indication of the changing times. It's a shift that demonstrates the importance of strategic branding and entertainment, making this partnership one to watch out for in the years to come. #branding #globalsports #sportmarketing #brandequity #sportbusiness #entertainmentmarketing