Farah, the London-based fashion brand, and Sahara Force India sign a sponsorship agreement. The fashion label becomes an Official Apparel Partner for the 2017 Formula 1 season.
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Farah’s association will involve supplying team members with a range of clothing to be worn while travelling to and from race and test events. The latest Farah designs will be issued to the team this week in preparation for the season-opening test session in Barcelona later this month.
The relationship with Sahara Force India marks the continuation of Farah’s ambitious plans to take its designs to new audiences around the world and capitalise on the global appeal of the sport. As well as kitting out the team, they will activate an extensive social media and sports marketing campaign supporting the partnership.
Vijay Mallya, Team Principal and Managing Director, Sahara Force India: “It’s important for our team to be stylish and comfortable while travelling around the world and we are delighted to team up with Farah. The designs they have chosen for our team include some classic lines that reinforce Farah’s reputation as a traditional brand with a contemporary twist.”
Mark Mccann, Brand Director, Farah Menswear: “We are delighted to join Sahara Force India as their Official Apparel Partner for 2017. They represent one of the youngest and most exciting teams in Formula One today as they continue to take on the established players in this extremely competitive sport. We believe both brands appeal to a similarly young audience and it’s been a real pleasure to dress the team members in our collection. We look forward to an exciting year working together and the opportunity to celebrate Sahara Force India’s continued success story.”
Farah has been worn proudly for almost 100 years by some of the world’s most stylish men. Today, the golden F continues to be a badge of honour amongst creative professionals, musicians and opinion leaders.
In a market where brands with heritage often look backwards, Farah looks to what is happening today in order to stay relevant. Proud of an intrinsically British identity that comes from a rich association with the youth cultures and style tribes of the 70s and 80s, Farah has heritage but never relies on it. Instead, the brand’s unique story is used to maintain credibility and relevance in today’s world.