Gobik, the Spanish cycling equipment brand, and the Formula 1 driver Carlos Sainz have launched a long-term strategic alliance that will materialize in the joint creation of various exclusive collections. The first will hit the market next August.
The association, which was announced within the framework of the British Grand Prix held at the Silverstone circuit, is based on the passion of the driver, currently in the Atlassian Williams Racing team, for cycling. As he has shared on multiple occasions on his social networks and in interviews, this sport is part of his physical preparation and training throughout the racing season.
The collaboration seeks to bring the brand closer to new audiences
Furthermore, as the brand noted in a statement, the alliance is also born from shared values. Among them, the Spanish origins, the constant search for performance, the commitment to quality, the care for craftsmanship or the extreme attention to detail. There is also an international ambition, and Gobik was founded in 2010 in Yecla and has become one of the most prominent cycling brands at the European level.
“For Gobik, associating with one of the Spanish athletes with the greatest international projection means taking the brand beyond cycling and bringing it closer to new audiences within the premium segment.“, they state in the statement. “For Carlos, working alongside Gobik means having the technical support and manufacturing capacity of a leading brand to transfer its competitive DNA to a collection developed from the real needs of his daily training.”.
The collaboration will begin with the launch of two product capsules. The first will be the Gobik x 55 collection, a line of clothing for training and competition that transfers the spirit of competition to cycling. The pilot has already worn the garments in some of the publications he has made on his social networks.
The second will be part of the Fifty Five brand universe, promoted by Carlos Sainz himself, and will offer lifestyle cycling clothing aimed at both fans and athletes. According to Gobik, all the garments have been developed with the direct involvement of the pilot, from the fit and selection of fabrics to the definition of the colors.
“Carlos perfectly represents everything we believe in at Gobik: speed, discipline and Spanish character.“, commented Alberto García Cantero- Co Founder of Gobik, in the statement. “EThis is not a sponsorship; It is an authentic creative collaboration with an athlete who lives the same sport every day for which we design our garments.”.
For his part, Carlos Sainz assures that his intention has been to go beyond putting his name on a collection. “The attention Gobik pays to fit and fabrics is on another level, and from the first conversation this collaboration made perfect sense.“; explained the pilot. “I’ve been using my 55 kit for a while now, and with the Fifty Five collection, we wanted to offer a first taste of what the brand will stand for: quality and the ability to find something extraordinary in everyday moments away from the circuits.”.
The commercial distribution of the collection will be carried out globally through the online sales channels of Gobik and Carlos Sainz, and will be communicated through different activations on multiple channels and ephemeral spaces planned at selected events.
