奢侈时尚品牌与F1方程式赛事的跨界碰撞
Luxury Fashion brands normally don’t sponsor a sport event but now things have changed. 奢侈品时尚品牌迎来了一轮新的赞助趋势：体育赛事行业。
Gucci official enter the F1 world, starting in 2027. Meet “Gucci Racing Alpine Formula 1” Team.古驰2027将年正式进入F1赛车世界: 古驰赛车阿尔派一级方程式车队。
Differentiate from other collaboration with a logo placed on the side or a campaign with a driver, Gucci entering the identity of a Formula 1 team.与以往的合作不同的是，古驰直接冠名赞助了一个车队而不是仅仅放上自己logo。
And that makes a big different.这将带来深层次的影响。
Because luxury brands are no longer using sport only for visibility. They are using it for emotion, speed and global cultural presence. 因为这意味着奢侈品牌不仅将体育赛事用作展示而是全方位地融入到速度与激情中去和全球的文化影响力当中。
What Gucci can get from Formula 1 that a runway can not give?古驰能从F1得到什么独特的价值？
A competitive story. 一个完美的叙事。
A live audience. 活力四射的观众。
A global calendar. 全球的触达。
A younger fanbase. 更年轻的潜客。
......
Gucci is entering and creating the storyline within the luxury industry, that may be the real shift. 也许真正的改变是古驰创造了奢侈品品牌在体育世界的叙事新篇章。
Louis Vuitton is also in the Formula 1 game but a different way.路易威登同样也赞助了F1赛事但显然与古驰不一样。
Will the sports events because the battleground for luxury brands?你认为体育赛事会成为奢侈品品牌营销的角力点吗？
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