Licensing partnerships span fashion, toy cars, publishing and more.

License Global

June 8, 2023

4 Min Read
24 Hours of Le Mans trading cards
24 Hours of Le Mans trading cardsTopps

This weekend, June 10 and 11, marks the centenary edition of 24 Hours of Le Mans and a host of specially designed products have been announced for the occasion.

24 Hours of Le Mans sits at the intersection of motorsports and popular culture, shaping trends in the automotive, technology, racing and fashion industries since 1923. Ahead of the centenary, Le Mans’ organizers, Automobile Club de l’Ouest (ACO), and its licensing agency, IMG, have curated a diverse licensing program featuring global collaborations and consumer products across fashion, collectibles, toys and publishing.

In fashion, U.K. sports apparel company, Castore, has been named the official 24 Hours of Le Mans outfitter, with officials and ground staff of the iconic race wearing the brand. French accessories brand, S.T. Dupont, will release a collection featuring pens, writing sets, cigar accessories, cufflinks and leather goods inspired by the race’s iconic symbols and colors. In the eyewear category, Italian brand, Persol, will launch its 714 Steve McQueen Sunglasses in tribute to the race and the Hollywood star of the classic “Le Mans” movie. In another highlight for collectors, the Italian writing instruments brand, Montegrappa, created a commemorative collection of fountain pens and rollerballs using materials and designs inspired by the iconic race.

Related:Le Mans The Myth

Additional fashion collaborations have been designed to capture the imagination of young people, with Spanish fashion label, Bershka, launching apparel and accessories, and Italian luxury beachwear brand, Bluemint, debuting a limited capsule collection of swim shorts and resort wear.

Leather bomber jacket from the collection, Bershka

Leather bomber jacket from the collection, Bershka

Catering to a diverse, multi-generational audience, LEGO has launched LEGO versions of the Porsche 963 Le Mans Daytona Hybrid and a co-branded LEGO Technic PEUGEOT 9X8 24H Le Mans Hybrid Hypercar. The precise 1:10 scale versions are authentic replicas of the pioneering 9X8 hypercars participating in the race, recreating their unique liveries and design. Le Mans has also collaborated with Mattel and Hot Wheels to launch a limited-edition white Ford GT model, representing one of the most iconic cars in the history of the race. A remote-controlled version of the hypercar was also unveiled following a collaboration with Hong Kong-based toy manufacturer, Silverlit.

The publishing house, GRÜND, will release the “Official Book of the Centenary,” joining Le Mans’ comic, novel and art book collections. Fanatics-owned Topps has launched exclusive trading cards featuring artwork from original race posters dating back to 1923.

The Le Mans’ centenary has also attracted partners beyond fashion and collectibles. Italian designer appliances brand, Smeg, got together with steel jewelry brand, The Mechanists, to create a 24 Hours of Le Mans refrigerator. Designed by British designer and artist, King Nerd (Johnny Dowell), the fridge depicts the historical start of the race as drivers run to their cars in front of a cheering crowd.

German automotive seating brand, Recaro, has launched a limited-edition version of the new RECARO Podium GF, a state-of-the-art, FIA-approved, glass-fiber shell seat that can be installed in both street and racing cars. The brand, which has supplied seats for many past Le Mans’ entrants, has also released a RECARO SIM Pro Star to enhance the virtual driving experience for simulation racers.

“The history and heritage of the world’s greatest endurance race has always attracted collectors,” says Stéphane Andriolo, sales and marketing director, Automobile Club de l’Ouest. “So now, on the eve of the Centenary of the 24 Hours of Le Mans, we’re delighted to commemorate the occasion with such a vibrant and eclectic collection of brand partners. Featuring everything from luxurious accessories to creative fashion and collectibles, there’s something for fans of all ages to enjoy.”

“24 Hours of Le Mans has been the face of France’s iconic motorsports culture for a century,” says Mickael Andreo, vice president, licensing, IMG. “Our aim was to build a robust licensing program that weaves the race’s rich history into the modern age of motorsports, allowing both new and old fans to connect with it in their own way. As we count down to the landmark race, I believe each of these collaborations has added to Le Mans’ legacy, with special commemorative items that will help fans relive the centenary celebrations for years to come.”  

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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