SPORTS MARKETING
Racing is part of Dainese’s brand DNA. With deep roots in MotoGP, it was imperative that the brand had a presence in the racing series in the United States. During my tenure as the Marketing Manager, we secured partnerships with 2 of the most popular racing series, Moto America (Road Racing) and American Flat Track (Dirt Flat Track). In addition, we signed some the top talent throughout my years.
DAINESE D-AIR: 2015 LAUNCH
That said, as a brand where the crux of the business is about protection, I think it is most worth noting that we were the Official safety sponsors for both of the series. In 2015 we debuted our D-air platform which is essential an airbag system for racers built into their racing leathers.
Below is a video that we collaborated with Motoamerica to educate the public about the system in 2015.
BRANDED FEATURES:
In addition, we also secured brand features on the NBC and Fox sports networks where our brand was showcased. To compliment the branded features we aired commercials on the Dainese D-air products throughout the show and on all the re-runs throughout the entire season.
Dainese D-Air commercial that was aired on NBC-SN and Fox Sports networks during the 2018-19 seasons.
RESULTS:
As a result of our efforts from a sports marketing communications standpoint and other avenues, we saw great results in the D-air units bought between 2016-2019.