But there is a lingering love of the glory days of racing. A retro desire for Senna, for Hunt versus Lauda. When racing was full of passion. When it was an artform, not a science, when it was an event about the heart not the head.
This was the sport in Martini’s era. The iconic Martini stripes from those times past are burnt into both racing fans and non-fans alike. Mr. President helped bring those stripes back onto the grid. We weren’t just going to be another badge on the car, we were there to bring romance back to racing.
We were part of the deal to pair Martini with Williams.
Two independent passionate brands who believe in craft and desire. Ready to reignite the old passions of Martini Racing.
A partnership designed to bring style back to the race track. From glamorous on-track activations, to the Sprezzatura-filled Martini events in Milan and Barcelona. From merchandise to Global competitions to PR activations involving Massa, Bottas and Suzy Wolff. Mr. President created the most loved brand on and off the track in just two seasons of sponsorship, leading to the first global growth in Martini sales volumes in a decade.
