As the global motorsports community gears up for the milestone 24 Hours of Le Mans on 10 and 11 June, a suite of noteworthy brand collaborations will mark the occasion of the iconic race’s centenary celebrations with new specially designed products.
As the most famous motor race in the world, 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’ organisers Automobile Club de l'Ouest (ACO) and its exclusive licensing agency IMG, have curated a diverse licensing programme featuring global collaborations and consumer products across fashion, collectibles, toys and publishing.
In fashion, UK 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. Historic 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 colours. And 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, Italian writing instruments brand Montegrappa created a commemorative collection of fountain pens and rollerballs using materials and designs inspired by the iconic race.
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.
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 true 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.
Publishing house GRÜND will release the ‘Official Book of the Centenary’, joining Le Mans’ popular comic, novel, and art book collections, and 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 exciting partners beyond fashion and collectibles. Italian designer appliances brand Smeg came together with steel jewellery 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.
And 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-fibre shell seat which 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. 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," said Stéphane Andriolo, Sales and Marketing Director at the Automobile Club de l'Ouest.
Mickael Andreo, Vice President of Licensing, IMG, said, “24 Hours of Le Mans has been the face of France’s iconic motorsports culture for a century. Our aim was to build a robust licensing programme 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 countdown 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.”
For more information on licensing opportunities with 24 Hours of Le Mans, visit https://imglicensing.com/clients/24h-le-mans/.