17/08/2004
NEWS STORY
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Well not quite...
Rider is launching a rather unique product: the Ayrton Senna No Limits Sandal.
It is a unique tribute to one of autoracing's greatest names, Brazilian Formula 1 driver and eternal legend Ayrton Senna.
The launch is part of the Ayrton Senna No Limits Year project, which aims at reaffirming values highly cherished by Ayrton, such as determination, motivation, perseverance, pride in being Brazilian, optimism, and a never ending search for perfection and victory.
The sandal is available in the colors of the Brazilian flag and uses technology developed by Grendene - the company that holds the rights for the Rider brand - to provide durability and comfort. The product includes a drawing depicting part of the Brazilian flag in the insole, and the signature "Ayrton Senna No Limits" around the ankle. Straps come in three colors, matching the color of the sole: black, white, and blue. The sandal will be available in sporting goods stores as of August.
The launch is the result of a partnership between Rider and Ayrton Senna Foundation, a non-profit NGO. Founded in 1994, the Instituto Ayrton Senna has as its mission to contribute for the creation of opportunities for future generations to develop their potential as human beings, citizens, and professionals. Since the foundation, the programs have reached 3,931,000 children and youngsters, in 460 cities and 24 states in Brazil. All licensing royalties from the Ayrton Senna No Limits brand will be allocated to projects supported by Instituto Ayrton Senna.
"We are bringing together two brands that are part of the Brazilian culture and which have always publicized that fact outside Brazil. The new Ayrton Senna No Limits by Rider is a present to sports fans and a 'Grand Prix' in terms of sales", says marketing coordinator for Rider, Márcio Cócaro. "On launching the Ayrton Senna No Limits brand - which was developed to celebrate Senna's ideals and values - Rider reflects an alliance joining two great brands in a beautiful tribute to a national idol. This is a partnership that expresses authenticity and an intense identification with Brazil", adds Rodrigo Silveira, marketing director for Ayrton Senna Foundation.
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