The Formula 1 team, McLaren Racing has signed a new multi-year collaboration with the Los Angeles-based heritage footwear brand, K-Swiss. With this new deal, K-Swiss will be named as the official partner of the McLaren Formula 1 Team from the 2023 season onwards.
K-Swiss has around 60 years of footwear legacy and will now enter Formula 1 for the first time with McLaren to expand its capability to reach new consumers worldwide. The collaboration brings together two brands with a long history in their respective fields, with a focus on higher goals.
The two entities involved will develop a tailor-made performance-based footwear collection for McLaren pit crews and technicians to wear at race sites around the globe. The two firms will also team up on constrained apparel and footwear collection that will be accessible to users.
Moreover, in this association with K-Swiss, Mclaren will also initiate tentpole moments around the world, which include key Formula 1 races.
Lindsey Eckhouse, Director of Licensing, E-commerce and esports, McLaren Racing, commented, “It is a pleasure to welcome K-Swiss to the McLaren Racing family and Formula 1. We are excited to work with a brand which has such a strong heritage and can provide our team with footwear that is reliable with a focus on performance while looking fantastic. I can’t wait for the release of the collection.”
Dave Grange, International Brand President, K-Swiss, said, “We are honoured to be part of this exciting new and multi-year partnership and are looking forward to be joining McLaren on the racetrack. Each brand boasts a heritage that reflects the other’s, replete with perseverance, innovation, and excellence. We hope that with this new partnership we develop a new base of loyalists and extend our legacies further.”
Recently, the F1 team has also roped in a multi-year sponsorship agreement with the global financial giant, Goldman Sachs. Along with this, McLaren Racing also announced collaborations with Cadence and SunGod.