Simultaneously AlphaTauri was showcased in the Rinascente luxury department store on Piazza Duomo, one of the liveliest and most exclusive locations in Milan, ahead of Milan fashion week complete with a suspended F1 car in the window. The launch party was held in what is probably Salzburg’s most exciting location – the world-renowned Red Bull Hangar 7 with its collection of F1 cars and the Flying Bull’s fleet of aircraft. Make no mistake Mateschitz is serious about the new project witnessed by the glitzy launch of this season’s car attended by the fashion, sport, and film elite. The F1 environment allows AlphaTauri to progress and certify its innovations and textile technologies. Mateschitz now aims to disrupt the world of global fashion, welcome to when fashion meets function.Īccording to the company’s PR machine as a fashion brand AlphaTauri creates a new path in fashion through fusing textile-technologies, purposeful design, aspirational styles, and premium materials. The energy drinks market is now worth $50 billion annually with Red Bull selling an astonishing 7.5 billion cans in 2019. Mateschitz created a new product with the Red Bull energy drink disrupting the soft drinks market in the process. The Alpha Tauri fashion company founded in 2016 by Red Bull has, as you would expect from a billionaire businessman, global ambitions. It was clear from the start that the team was the junior Red Bull team and would fulfil the role as a testing ground for new talent and drivers coming up through the Red Bull driver academy as witnessed with the likes of Vettel, Ricciardo, Kyvay, Sainz Jnr, Verstappen, Albon, and Gasly.Ģ020 saw the significant development of the renaming of the team to Scuderia Alpha Tauri, with Red Bull declaring the team would be its sister team, a clear indication of ambition. Berger sold his shareholding to Red Bull back in 2008.
0 Comments
Leave a Reply. |