Prada is the only Italian luxury brand who owns a sport club?

Prada is preparing to be the only Italian luxury brand to have a sports company in its own name thanks to the acquisition closed yesterday of Luna Rossa Challange, the company that owns the Luna Rossa sailing team, for 17 million euros. The countervalue of the transaction is 12 million euros, to which a further 5 million euros could be added as an "earn out" if certain tax benefits were to be recognized in the 19 months of finalization of the sale.

Prada already owned the Luna Rossa brand, while the sailing team was held by Pa Be 1 srl, a company controlled by Patrizio Bertelli, president of Luna Rossa and CEO of Prada. Now the Milanese brand will have total control over Luna Rossa, a move that will help it to further promote the brand that has become famous thanks to the exploits of the Italian boat during the America's Cup regattas. 

A highly successful partnership that began in 2000 thanks to the challenges against Team New Zeland and continued through clothing collections that in unsuspected years have brought Italians closer to techwear and luxury sportswear. In particular, the iconic PS0906, launched in 1997, anticipated the trend of luxury sneakers with a shoe that still today is at the forefront of design and materials.

While fashion brands have always been interested in linking their brand to major sporting events, not to go too far, just think of Louis Vuitton that for years has sponsored the America's Cup, but only by paying for advertising space, Prada is the only one to have invested directly in a team and a sport that embodies the values of adventure and research of the Milanese fashion house.

Moreover, on December 1st the registration period for the 37th America's Cup opened for the challengers, that is, to find the challenger of the defending champions Emirates Team New Zealand. Who knows if it will be Prada again to defend the honor of Italy in the oldest competition in the world

Images are courtesy of Prada Luna Rossa, reproduction is strictly forbidden.
Credits to Luna Rossa Prada Pirelli Team/Studio Borlenghi