Performance Brands has been appointed to represent the racing car manufacturer McLaren, best known for its Formula 1 cars.

Performance Brands will work to extend the brand, which already has a number of topline licensees including Hugo Boss, Tag Heuer, Specialized bikes and Links of London.

Initial categories that will be targeted include mobile technology, eyewear, travel and sports equipment.

“Having worked with the likes of BMW, Mini and Ford for many years, we understand what it takes to develop a successful long-term brand building program,” says David Barrington, managing director, Performance Brands. “Working with a brand as iconic and innovative as McLaren will be really exciting–we can’t wait to get started.”

Founded 50 years ago, McLaren entered its first Formula 1 race in 1966 and won its first Grand Prix in 1968. 

“Performance Brands have a wealth of licensing experience and are very tuned to our strategy to partner with leading specialist companies to co-develop unique and hugely compelling propositions, based on McLaren’s excellence in engineering and technology as well as its outstanding motorsport heritage, such as the ones offered currently by partners such as Hugo Boss, Tag Heuer, Specialized, Links and others,” says Nigel Moss, director, licensing and merchandising, Mclaren.