Jenson Button strikes a pose next to the new McLaren/Michael Kors race car.
Michael Kors is entering the fast lane with its race car partnership. (Photo by David M. Benett/Dave Benett/Getty Images for Michael Kors.)
McLaren and Michael Kors are jumping into bed — or at least, the track — together. (Photo by David M. Benett/Dave Benett/Getty Images for Michael Kors.)
Ron Dennis, John Idol, Michael Kors, Jenson Button and Fernando Alonso attend Michael Kors and McLaren-Honda announcement on June 22, 2016 in London, England. (Photo by David M. Benett/Dave Benett/Getty Images for Michael Kors)
Jenson Button gives Michael Kors some Formula 1 star power.
Two titans in their field are getting together in a new partnership. Michael Kors is becoming the official lifestyle partner of the world championship McLaren-Honda Formula 1 team.
As Kors, whose advertisements have long touted glamorous means of transportation juxtaposed against his luxurious garments, seeks to grow its European business — the announcement was made in London on Thursday — this out-of-the-box approach will no doubt also help the American designer build its men’s business.
The Michael Kors branding will feature prominently on both driver overalls and the McLaren-Honda MP4-31 car. Formula 1 racing is one of Europe’s most popular sports, but its reception in the States has been mixed. It has often struggled to gain a strong foothold in a field already dense with more recognized competitive sports.
Furthermore, to celebrate the launch of the partnership, Michael Kors has created 50 limited-edition men’s leather jackets, which will be sold exclusively on the men’s floor of the new Michael Kors London flagship store. The jackets feature both the Michael Kors and McLaren logos, as well as a limited-edition plaque with each piece’s unique production number.
“This partnership is about the convergence of style and speed, which is inherent to both the Michael Kors and McLaren-Honda DNA,” Kors says. “There is an energy, sophistication and confidence to both of our brands, and we wanted to create a limited-edition piece that spoke to that.”
McLaren-Honda is taking part in the 2016 FIA Formula 1 World Championship with the driver pairing of two-time world champion Fernando Alonso and 2009 world champion Jenson Button. They drive the McLaren-Honda MP4-31.