Mumbai Indians becomes first Indian Sports Team to launch a global partnership with a premium brand
Diesel, the pioneer of denims and Mumbai Indians of Indian Premier League (IPL) have partnered to launch a limited edition collection for the truly global cricket fans. This is for the first such global partnership between an IPL team and a globally admired brand. The two iconic brands have come together to create an exclusive range of off-field merchandise consisting of denims, polos, t-shirts, jackets, sweatshirts, shirts and accessories such as suspenders and caps.
The limited edition Diesel-Mumbai Indians collection was officially launched today by Mrs. Nita Ambani, Owner, Mumbai Indians, Mr. Renzo Rosso, Founder, Diesel along with Mumbai Indians Captain Rohit Sharma in Mumbai. Inspired by the gentleman’s game but true to the Diesel spirit, the collection integrates the visual identities and characters of the two brands. The collection takes inspiration from the brand colours of indigo and gold as well as ‘adventure’ and ‘bravery’ which are the two brand ethos. The resulting assortment marries the quality and craftsmanship of Diesel with the energy and passion of Mumbai Indians.
The limited edition collection is launched exclusively for the Indian market and will be available from 8 th December onwards at all 11 Diesel stores in India and on its e-portal diesel.com. For the global market, cricket fans will be able to buy the collection at select Diesel stores across major cricketing nations such as England, Australia and South Africa from 15th December.
Mrs. Nita Ambani termed the partnership with Diesel as a ‘mark of the growing global stature of the brand Mumbai Indians’ – the winner of two IPL championship and two Champions League T20.
“It’s a momentous step for Mumbai Indians to be recognized as the most preferred global brand partner, becoming the first sports team from India to have such a partnership with global reach to cater to our growing global fans. The stylish cricket collection truly reflects the dynamism and innovative spirit of the Mumbai Indians, said Mrs Nita Ambani.
“Mumbai Indians with its strong brand values and both on and off field performance has won hearts of millions of patrons’ in India and world over. We are very excited to present the ‘MI Collector’s Edition’ to the cricket fans.”
Always innovating and pushing the boundaries of denim in fashion, the collaboration marks Diesel’s response to the pulse of today’s youth where cricketers are the new style icons. This is the first time the brand has designed a range specifically tailored for the Indian market and is its first ever association in the field of cricket.
“We took inspiration from the classic aesthetics of cricket which is clean, masculine, preppy, formal, made of sophisticated and very recognizable details. The ‘V’ shapes that is inherent to the cricket uniform highlights the athlete’s silhouette and celebrates the elegance of this sport,” explains Andrea Rosso, Diesel’s creative director for licenses. “The ‘V’ shape is present throughout the whole collection and is one of Diesel’s DNA staple. We played with this distinctive element, applying it to different shapes, washes and treatments and using the Mumbai Indians team colors with hints of white, gold, ocher, orange and blue that is well connected to the world of denim.”
Renzo Rosso, Founder, Diesel said, “Diesel and Mumbai Indians are two iconic brands, similar in spirit, with global resonance, and we are teaming up around a shared dream of pride, passion and bravery. We want to make this collaboration unique, fueled with innovation and modernity.”
Diesel has globally forged strong ties with Sports which has great synergies with its DNA based on passion, bravery and adventure. The brand was recently announced as the official style partner of another iconic club in the world of sport, the legendary Italian football club AC Milan.