December 23rd, 2024 – Mumbai, INDIA Celebrating the 30-year legacy of the iconic Ayrton Senna, ASICS presents its first collaboration with the Senna brand in the SportStyle category with a global launch on December 10th. This unprecedented partnership reimagines Senna’s lifestyle with products for a new generation, combining the fashion world with the story of one of the greatest drivers of all time.
The fifth collab reinforces the partnership between the brands, which share Ayrton Senna’s life philosophy and values and resonate with the ASICS essence. Senna was a pioneer in physical preparation in motorsport, participating in races of more than 10 km daily, demonstrating discipline and determination, the pillars of ASICS’ “Sound Mind, Sound Body” philosophy.
“It is an honor to bring to ASICS SportStyle the legacy of Ayrton Senna, such an important figure in Brazil and the world. In this collab, we captured Senna’s aesthetic and personality in the 90s, creating a product that is both innovative and full of history. We are excited to share this partnership with the public at this special moment”, says Constanza Novillo, Chief Marketing Officer of ASICS Latin America.
The models celebrate the driver’s personality and lifestyle. The first, inspired by the jumpsuit Senna wore when he won his three Formula 1 world titles, features elements that refer to the jumpsuit lining and details of the iconic helmet. The second model honors the black and gold car he drove in his first Formula 1 victory, featuring sophisticated finishes and the phrase “Seek Your Truth” engraved on the left foot: a motto that demonstrates his quest for excellence.
“Senna, like few others, manages to attract fans and admirers from around the world with different profiles and preferences. And the partnership with ASICS, especially this launch, captures the union of performance and the period lifestyle in products that connect Ayrton’s history with new audiences”, observe Thiago Fernandes, chief operating officer and new business at Senna Brands, the company responsible for managing the driver’s legacy.
Starting on December 10, the products will be available globally and in Brazil in selected ASICS stores and partners such as Guadalupe, Your ID, Artwalk, O’Store, Dafiti, Sunik, and Senna Shop for BRL 1,099.99, offering a unique opportunity for the driver’s fans and admirers.