Replay is partnering the Aston Martin Cognizant Formula One team. The historic British automotive brand is returning to Grand Prix racing after a hiatus of more than 60 years.
Italian denim specialist Replay will be the official denim partner of the racing team, dressing its drivers in more relaxed moments away from the grid. Slated to kick off on March 28, the 2021 Formula One World Championship is due to be contested over 23 Grands Prix held around the world, starting from Bahrain. Replay is not new to the world of sports. In 2019 the brand signed a four-season tie-up with the Paris Saint-Germain soccer team, becoming the Paris-based team’s official denim partner. In addition to a co-branded capsule collection that made its retail debut last year, the collaboration encompasses a number of marketing initiatives to be promoted across both entities’ social media and digital platforms.
Replay’s parent company Fashion Box is a leader in the denim segment, creating and distributing casualwear, accessories and footwear for men, women and children under the brands Replay, Replay & Sons and We Are Replay. Present in more than 50 countries, the company’s wholesale distribution network includes 4,000 stores, 120 single-brand stores and 90 corners and shops-in-shop.