Footwear brand K-Swiss and McLaren Racing’s Formula 1 (F1) motor racing team have today (July 11) announced a new multi-year partnership.

Through the agreement, the brand will be designated an official partner of the team from 2023.

K-Swiss will work with McLaren to create a “bespoke performance-based footwear collection”, which will be worn by the team's pit crews and engineers at race events.

The two will also create a line of footwear and apparel that will be available to consumers and K-Swiss will have a presence through McLaren at events around the world, including key races of the F1 calendar.

K-Swiss was founded as a tennis-focused footwear brand and has remained most associated with tennis in terms of sports, although it has had tie-ups elsewhere, such as with the Ironman organizer of long-distance triathlon events.

McLaren Racing, meanwhile, has struck a series of partnership deals of late, including with Goldman Sachs, Cadence, SunGod, VMware, OKX, Castore, Intercontinental Exchange, Cisco, and Google.

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By GlobalData

Dave Grange, international brand president at K-Swiss, said: “We are honored to be part of this exciting new and multi-year partnership and are looking forward to be joining McLaren on the racetrack. Each brand boasts a heritage that reflects the other’s, replete with perseverance, innovation, and excellence. We hope that with this new partnership we develop a new base of loyalists and extend our legacies further.”

Lindsey Eckhouse, director of licensing, e-commerce, and esports, at McLaren Racing, added: “It is a pleasure to welcome K-Swiss to the McLaren Racing family and Formula 1. We are excited to work with a brand which has such a strong heritage and can provide our team with footwear that is reliable with a focus on performance while looking fantastic. I can’t wait for the release of the collection.”

Late last week, McLaren Racing's chief executive, Zak Brown, said the organization as a whole is looking to capitalize on its popularity in Formula 1 to ensure the commercial success of its newly acquired Formula E team once it enters the all-electric series later this year.

Meanwhile, CFD broker FVP Trade has partnered with the Alpine F1 team as it embarks on "a new phase of growth."

Keith Walker, chief marketing officer of FVP Trade, said: “We are very excited by our partnership with BWT Alpine F1 Team. FVP Trade and BWT Alpine F1 Team share a common focus, a passion for environmental change, and a sustainable expansion plan. We look forward to working closely with a team with history in the sport and to offer our clients the opportunity to share the emotional values this partnership can offer.”

Otmar Szafnauer, team principal of Alpine, added: “Motorsport and CFD trading share several challenges. Both industries are technology-driven, high-pressure environments where performance is key. In parallel, we value education alongside innovation as a means to extract the best possible result. BWT Alpine F1 Team is proud to welcome FVP Trade to our team and we are looking forward to our journey together as we both progress within our respective fields.”