Geox has extended the sponsorship deal with Red Bull Racing, the Formula One team, for two years, ending in 2013. The deal includes supplying shoes using Geox' no-sweat Net System technology to the drivers and team members.
Under the deal, Geox' name will appear on Red Bull's racecar from 2012. So far, the name appeared only on the team's outfit. Red Bull's German driver, Sebastian Vettel, the outgoing champion and current leader of the championship, also appears in Geox' television commercials for the Amphibiox waterproof collection. The advertisement started being broadcast in Europe on Sept. 10.
Geox previously said that the partnership with Red Bull had helped it reposition the brand in Germany. Company officials indicate that, thanks to this and other actions, the number of its accounts in the country has increased to around 1,300, reversing a previous 15 percent decline, and that it is on its way to reach 1,600 accounts.
The company expects Vettel's endorsement of Amphibiox shoes to help the shoe gain market shares in northern Europe and North America.
From March 2012, the group's new Geox-Red Bull Racing footwear collection, targeted at men and children, will be available worldwide in Geox stores and some third-party accounts. The collection will include a replica of the shoes worn by the drivers. In July, Geox launched a limited series of 50 replicas of the drivers' boots at the Harrods department store in London.