January 2009
Audi and Prada, both strong brands, are pooling their creative resources in joint projects in the areas of sport and culture with fresh approach.
As the first instance of this collaboration, February’s Louis Vuitton Pacific Series for yacht racing will feature the “Luna Rossa” with its mainsail and team uniform displaying the logos of Audi and Prada.
What is significant in this is the communication that beneath the aesthetically attractive, dynamic exterior of a yacht, there lies state-of-the-art technology, and the use of only choice materials and this infers to Prada and Audi products that have these qualities.
This yachting event is just the start of a series of projects in the field of sport and cultural sponsorship.
Audi and Prada concur that whether in the world of fashion or cars, luxury stems from good design and superlative standards of quality. Both companies use only materials of the highest calibre in their products, often tailored to the individual requirements of the customer. Both brands are able to look back on a lengthy tradition, while repeatedly demonstrating their prowess as progressive trendsetters.
“Audi and Prada are strong brands. We aim to pool these strengths and build up a long-term partnership,” said Peter Schwarzenbauer, AUDI AG Board of Management Member for Marketing and Sales.
“We hope that this partnership will result in top-class projects.”
There is a long tradition of cultural involvement at Audi, and it occupies a central role in the corporate philosophy. Prada’s position is similar: in 1995 the Italian company set up the Fondazione Prada, a foundation to promote contemporary artists, architects, filmmakers and philosophers.
1995 was also the year in which Audi stepped up its cultural involvement and became principal sponsor of the Salzburg Festival.
Audi supports and initiates an array of regional activities involving sponsorship of art and culture, but also takes on major projects such as productions by the Bavarian State Opera in Munich. Hand in hand with Prada, Audi aims to step up these activities in a wide range of ways.
Sailing is the latest addition to AUDI AG’s extensive portfolio of sporting activities having since been premium sponsor of the TP 52 Breitling MedCup since 2007, renamed the Audi MedCup in 2008.
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