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.”