Dunlop plans youth range of clothing and merchandise

Dunlop Tyres is launching a clothing and merchandise range in an attempt to increase the brand’s appeal to young people.

The decision is part of an image revamp by design agency Fitch, which will be unveiled this evening (Wednesday) in Birmingham. The merchandise range includes branded gloves and Wellington boots, as well as a rebranded version of the iconic Raleigh Chopper bike.

The merchandise range will be launched at Autosport International at the NEC on Thursday and is also likely to be on sale at British Touring Car Championship events, which Dunlop sponsors.

Fitch has come up with a new “brand language” for Dunlop that will feature in a book soon to be published that covers everything from photographic and illustration style to brand tone of voice.

Dunlop’s new image centres around the concepts of “high performance” and “Great & British” and the agency has redesigned the Union Jack flag in Dunlop’s famous yellow, black and white colours.

Fitch design director Simon Moriarty says: “Dunlop Tyres is a brand with a remarkable heritage and a unique place in British motorsport. Our challenge has been to build on that pedigree, while injecting fresh life, vigour and edginess into the brand to make it the aspirational choice of youthful, urban and passionate drivers.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here