MADE BY RACERS

Mercedes-AMG is synonymous with high-performance, yet lacked premium apparel for its discerning fans' lifestyle. To bridge this gap, Mercedes-AMG collaborated with ASSOS, Switzerland’s leader in performance cycling gear, to pioneer a bold new luxury category.

We spearheaded the entire launch: from initial concept and design through product development to final delivery, translating automotive excellence into a high-end textile experience.

Our strategic focus was on "joining the dots" between POS, e-commerce, always-on communication, and marketing campaigns across more than 15 offline and digital channels. This comprehensive approach ensured seamless integration across all touchpoints to nurture partnership growth and drive sales. By synchronizing the brand narrative across a diverse media landscape, the collaboration successfully established a new benchmark for luxury performance wear and resonated deeply with the global AMG community.