BP Ford Abu Dhabi World Rally Team has signed a two-year contract with Icepeak, a branch of the Finnish clothing giant L-Fashion Group. Icepeak, one of the largest sports clothing brands in Europe, will supply Finnish rally stars Mikko Hirvonen and Jari-Matti Latvala and the entire
BP Ford Abu Dhabi team with high quality, outdoor sports clothing for the squad's FIA World Rally Championship campaign.
M-Sport, the team which operates Ford's WRC programme, has worked closely with designers from Ford of Europe and Icepeak to develop a dynamic clothing range that reflects Ford's Kinetic design – the principle behind all the Blue Oval's road vehicles. Motorsport Blue, a new vibrant colour for 2010, has been chosen to best represent the team as it competes throughout the world in the 13-round series.
Icepeak, which counts Finland and Germany among its major markets, will provide the team with a complete range of latest technology clothing specifically designed to meet the varied needs of the BP Ford Abu Dhabi team. Mobile phone pockets, audio cord holes in collars, 3-in-1 capability, breathable fabrics and waterproof zips and fastenings are all incorporated into items to assist team members as they work in extreme weather conditions that vary from the frozen Scandinavian winter in Sweden to the blistering heat of Jordan.
"We're delighted to welcome Icepeak to the BP Ford Abu Dhabi World Rally Team," said Gerard Quinn, Ford of Europe's motorsport boss. "Icepeak has a long-established name in high-end lifestyle clothing and we're pleased it has decided to become part of our team and supply our teamwear for the next two seasons in WRC. Icepeak has worked closely with Ford Design and M-Sport to create a look that reflects the team brand and Ford's own design cues. We're impressed with the quality of the clothing which includes practical fabrics for varied and diverse rally environments."
Icepeak was established only 11 years ago but is already one of the biggest sports clothing brands in Europe. It offers sports clothing for sports shops and department stores in bold colours and young-minded design. Its clothing is inspired by global trends and young people’s lifestyle and focuses on young adults who like sport, want to dress in up-to-date clothing and simply enjoy life.
The co-operation, announced at a press conference in Finland today, enhances Icepeak’s business opportunities into motorsports, which is a totally new area to the brand.
"The co-operation with the BP Ford Abu Dhabi World Rally Team is a great experience in itself, but it also expands Icepeak's visibility to an entirely new audience," said Helena Metsäluoto, who takes care of this project within L-Fashion Group’s Corporate Customer Division.
"Visibility in connection with international, dynamic rally sport all around Europe is very suitable for Icepeak's young and sporty brand image and supports the strong growth in sales of the Icepeak collections. Finnish drivers and co-drivers wearing Finnish clothing – it's a perfect match," she added.