Sahara Force India and Varlion tie up for luxury products

The Formula One Team Sahara Force India, will be collaborating with Varlion, the Madrid-based fashion brand that has been signed on as their official lifestyle partner in a multi-year deal.

Varlion will be required to manufacture a varied range of luxury items which will be available for purchase in the team’s recently launched E-shop.

They will also be in charge of coming up with an innovative campaign for the team’s track-side, clothing which will be introduced later on in 2014.

This is the second alliance ventured into by Sahara Force India. Earlier, it was involved in a long term agreement with Mercedes for the use of a full Mercedes-Benz power train by the Silverstone-based team starting from 2014. Mercedes-Benz will be providing Sahara Force India with a power unit complete with transmission and all associated ancillary systems under the new regulations for 2014.

The Varlion brand will be prominent starting this weekend’s British Grand Prix, with the brand’s logo advertised on the garage panels, transporters and team marketing materials. Starting 2014, the logo will be embossed on the team’s race cars, and the uniforms of team personnel.

Vijay Mallya, Managing Director of Sahara Force India explained that the relationship with Sahara Force India translates Varlion’s drive to expand into international markets and profit from the sport’s global footprint.

“Formula One is the perfect environment to test our products and we plan to design and develop new materials to suit the requirements of the trackside team. It is our mission to help make Sahara Force India the best dressed team in the pit lane,” Felix Regalia, Managing Director of Varlion added.

Source: The Hindu