By Allison Watkinson
TLL Reporter
The Aston Martin Aramco Formula One team has partnered with the Rolling Stones rock band for an exclusive collection of co-branded merchandise.
The limited-edition collection includes hoodies, t-shirts and caps that sport the Rolling Stones tongue logo with Aston Martin wings.
On April 24, a selection of Aston Martin Aramco fans won the chance to attend an exclusive launch event at the RS No.9 Carnaby Street store in Soho, to be the very first people to shop the collection.
Members of the team’s fan program, I/AM, received also received priority access to the merchandise through Aston Martin Aramco’s e-commerce shop and the RS No.9 online store.
The collaboration kicked off with a digital campaign that prominently featured the Roling Stone’s Hot Stuff track.
“This collaboration with The Rolling Stones combines two British icons famed for passion and style,” said Aston Martin Aramco Formula One chief marketing officer, Rob Bloom. “The activation forms part of our wider strategy to bring the team into new spaces across genres including music, fashion and sport. This is just the beginning, with several exciting projects to land in the coming months.”
The licensing partnership with the Aston Martin Aramco Formula One racing brand was brokered by Bravado on behalf of the Rolling Stones.
“This capsule collection brings together two British icons, blending fresh takes on classic Rolling Stones imagery with inspiration from the precision and performance of the Aston Martin Aramco Formula One team,” said Bravado UK managing director, David Boyne. “Each piece reflects a shared passion for legacy, innovation, and energy. We’re confident that fans of both the Rolling Stones and Aston Martin Aramco Formula One will connect with the story behind this unique collaboration.”
Part of Universal Music Group, Bravado is a global agency that offers its services to recording artists and entertainment brands.
Bravado represents artists across more than 40 countries worldwide and provides services related to sales, licensing, branding, marketing and e-commerce.
Their extensive global distribution network gives its clients the ability to create connections with their fans through apparel, consumer packaged goods and in-person experiences.
With a heritage dating back to 1913, Aston Martin is a racing and luxury car brand that offers a line of high-performance vehicles.
The brand debuted in Grand Prix racing in 1922, claimed victory at Le Mans in 1959 and returned to Formula One in 2021 under Lawrence Stroll’s leadership.
The team has since made significant investments, such as opening the AMR Technology Campus in Silverstone in 2023.
The AMR Technology Campus to promote sustainable design and develop a wind tunnel that is set to be operational later this year.
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