12/02/2019
NEWS STORY
Alfa Romeo Racing has announced that global athletic leader New Balance has joined the team as official style partner.
Since 1906, the Boston-based company has established itself as one of the top global athletic brands in the world, which has a strong presence in various international sporting communities.
The collaboration with Alfa Romeo will see the race team members and its drivers wearing New Balance footwear in 2019, presenting an excellent opportunity for the team to expand its involvement in the lifestyle sector while welcoming New Balance in the dynamic environment of Formula One.
"Launching our collaboration with New Balance as the Official Style Partner of Alfa Romeo Racing represents another step in our team's positive development," said Frederic Vasseur, Team Principal Alfa Romeo Racing and CEO Sauber Motorsport AG. "The progress we made over the past year is not only reflected in our results, but also in the expansion of our commercial projects. New Balance is a perfect fit for our team, with our shared passion for design, technology and sports coming together to generate fantastic opportunities for both of our companies. We look forward to working together."
"The global New Balance team is thrilled to be partnering with Alfa Romeo Racing to become the Official Style Partner of the team," added Chris Davis, Vice President Global Marketing New Balance. "Fuelled by a fearlessly independent mind-set and challenger brand ambition, both New Balance and Alfa Romeo have a rich history of performance innovation, uncompromising luxurious style and a track record of not being afraid to do things differently. We look forward to this digital first partnership and continuing Alfa Romeo Racing's legacy of stylistic excellence, both on and off the track."