Part of the MINI By PUMA accessory collectionEnlarge Photo
In today’s retail-driven world, vehicle manufacturers can make a significant amount of money selling branded goods like clothing and accessories. Ford, for example, makes an average of $1.5 billion per year selling swag, and it’s been said that Harley-Davidson makes more selling t-shirts and leather jackets than it does selling motorcycles.
For any brand with loyal followers, there’s good money to be made by licensing its logo to sportswear manufacturers. PUMA, the German sportswear giant, has a long-standing co-branding relationship with Ferrari, co-sponsors a Global Rallycross team with Subaru and will soon branch out to offer a line of MINI-branded goods, too.
Called MINI by PUMA, the line will feature iconic British themes such as the Union Jack and the bulldog, in staid British colors like black, white and dark green. Expect to see unisex bags, luggage, wallets and casual shoes, as well as clothing that ranges from t-shirts to parkas.
The licensing deal isn’t the first for MINI, either. Previous joint ventures included agreements with running shoe maker Onitsuka Tiger and audio component manufacturer sonoro audio. The deal with PUMA, however, promises to be MINI’s most comprehensive licensing agreement to date.
Look for the first MINI by PUMA items to hit select MINI dealers this September, while the full line of products will be carried by PUMA stores and PUMA retail partners.