Hugo Boss and the Vodafone McLaren Mercedes F1 team have partnered to launch a "Dress Me for the Finale" competition that allows consumers to design the overalls that Lewis Hamilton and Jenson Button will wear during the F1 season finale in Brazil in November.
The two (2) collaborating parties teamed up with Germany-based branding agency Liganova to create the interactive online competition, which is also supported via retail promotions, branding, and point-of-sale activity within stores in markets across the world. The "Dress Me for the Finale" initiative will run in each country where an F1 race takes place, with a design being selected for the drivers to wear during each qualifying run.
The promotion is the centerpiece of Hugo Boss' 30-year sponsorship deal of the McLaren Mercedes F1 team, which it signed a short time ago. The partnership initiative is notable because most professional organizations in the United States are continuing to pursue lifestyle/designer apparel deals to complement their team apparel partnerships. Look for similar initiatives to soon arise in NASCAR, IndyCar, and across the Big Four leagues.