The start of Cowes Week is days away, including the UK round of the iShares Cup for Extreme 40s and followed closely by the Fastnet Race. Its a busy time for companies who use sailing as a platform for marketing and promotion – especially those in the clothing business.
Henri Lloyd are the official technical clothing suppliers for Cowes Week and are making the most of their new foray into the world of F1 by playing host to members of the Brawn GP Formula One Team. The representatives from Brawn GP will get to experience sailing at its extreme, when they take to the water onboard the Oman Sail Extreme 40.
Hugo Boss, who also cleverly leverage their support of both sailing via Alex Thomson’s Open 60 and the Maclaren F1 team will enter the fastnet with a ‘celebrity’ crew. Joining Alex onboard for the famous ocean race will be former Olympic skier and adventurer Graham Bell, Sir Keith Mills (Head of the British America’s Cup campaign Team Origin and founder of the Air Miles International Group) and Rob Greenhalgh, twice veteran of the Volvo Ocean Race and recently crowned Skiff World Champion. Navigator Andrew Cape will also join the crew for the race. Andrew ‘aka Capey’, recently completed his sixth lap of the planet alongside Rob onboard PUMA Ocean Racing during the last edition of the Volvo Ocean Race. Capey is no stranger to Alex Thomson or HUGO BOSS, after securing second place in the Barcelona World Race with Alex in 2007. Completing the crew line up is the man who will be preparing the boat for the Fastnet Race, HUGO BOSS boat captain Ross Daniel.
Meanwhile, Musto are trying to get people involved via ‘social media’ with mixed results. So far, the companie’s Twitter feed has featured ads for clothing discounts.