Audi Wears Prada
According to Auto Channel, the brands' first collaboration will take place next month when they will sponsor the yacht “Luna Rossa” in the Louis Vuitton Pacific Series regatta in New Zealand. Both the mainsail and the team uniform will display the Audi and Prada logos. What the two brands want to communicate through this event is that beneath the aesthetically attractive, dynamic exterior of a yacht, there lies state-of-the-art technology, and the use of only closely-selected materials.
However, this is going to be only the start of a series of projects in the field of sport and cultural sponsorship.
“Audi and Prada are strong brands. We aim to pool these strengths and build up a long-term partnership,” explained Peter Schwarzenbauer, AUDI AG Board of Management Member for Marketing and Sales. “We hope that this partnership will result in top-class projects.”
As a matter of fact, there is a long tradition of cultural involvement at both Audi and Prada. For the German automaker, 1995 marked the year when Audi started sponsoring cultural events like the Salzburg Festival. Audi not only supports many regional activities involving sponsorship of art and culture but it also assumes major projects such as productions by the Bavarian State Opera in Munich. As for Prada, you should know that in 1995, the Italian company started the Fondazione Parada which is a foundation to promote contemporary artists, architects, filmmakers and philosophers.
Without jumping to conclusions, this year Audi seems to be making aggressive advertising since it loses no opportunity to be in the centre of most important events.