By Allison Watkinson
IMG has brokered a licensing deal between the endurance-based car race 24 Hours of Le Mans and Bershka for an apparel and accessories collection.
The exclusive agent for the Le Man’s racing brand, IMG’s global licensing division offers full-service brand management to its corporate clients.
The 24 Hours of Le Mans endurance car racing competition takes place on a 13.6 kilometre racing track. Race teams that participate in the Le Mans’ event are expected to drive vehicles at extremely high speeds over the course of 24 straight hours. The Le Mans’ competition is organized by the French car enthusiasts group, ACO or L’Automobile Club de l’Ouest.
“Over the last hundred years, the 24 Hours of Le Mans has become synonymous with innovation and originality, continuously shaping new trends in technology, racing and fashion,” said IMG VP, Mickael Andreo. “We are delighted to build on this enduring legacy and partner with Bershka to launch a special collection that gives new and existing fans a taste of Le Mans’ distinctive vintage aesthetic.”
Founded in 1998, Bershka is a Spanish fast-fashion clothing brand and retailer that caters to the young adult demographic. The brand currently operates over 1,000 stores in 70 retail markets.
The new co-branded fashion collection is inspired by the 24 Hours of Le Mans’ 100th anniversary which takes place in 2023.
The apparel and accessory collection features a vintage aesthetic with black and white tones accented by shades of mustard, burgundy and green for the logos and fonts.
The products in the collection include a synthetic leather bomber jacket, a printed overshirt, a hoodie, cargo pants, dirty wash jeans, sunglasses, and more. The collection also features printed photos of the Le Mans’ racing circuit on the t-shirts and sweaters.
The 2023 edition of the Le Mans’ race will be held on June 10 to 11. The licensed fashion collection is currently available in Bershka stores and on the brand’s official e-commerce website.