Poetic is planning a wide range of adults and kids wear, along with nightwear, socks and headwear, for the collaboration.
Poetic Brands has announced that it has received a license to design, manufacture and distribute adults’ and children’s apparel for the U.K. for the coming together of two famous names in motor sport, 24 Hours of Le Mans and actor Steve McQueen, a motor racing fanatic who starred in the cult-classic film about the famous 24-hour race, “Le Mans.”
The collaboration is called Le Mans x Steve McQueen and was brokered by Le Mans’ exclusive licensing agency, IMG, in partnership with Renaissance Licensing, representative for the estate of Steve McQueen.
In August, License Global’s Automotive Special Report looked at how automotive brands are nurturing brand loyalty and increasing consumer engagement outside their core business.
Poetic is planning a wide range of adults and kids wear, along with nightwear, socks and headwear, for the collaboration. The range will be available at multiple retailers across the U.K. from autumn/winter 2025.
The collection will use imagery from the set of the film and logos created by the Automobile Club de l’Ouest (ACO), owners of the race. The 1971 film was a passion project for Steve McQueen and a classic of the genre, still cited more than 50 years after its release as one of the best motor racing films ever.
“The classic film ‘Le Mans’ brought together an iconic race and an iconic film star with some of the most memorable motor racing images ever committed to film,” says Elliott Matthews, managing director, Poetic Brands. “It’s ideal for a collection that will be as exciting, colorful and action-packed as the movie that inspires it.”
“For over 50 years ‘Le Mans’ has been a benchmark for motor-racing-inspired film making – and Steve McQueen’s enthusiasm for the speed, skill and excitement of motor sport are still shared by millions of fans old and new,” says Stéphane Andriolo, customer and events director, 24 Hours of Le Mans. “In this golden era of endurance racing, we’re delighted to be associated with such prestigious partners. This is going to be a collection like no other. We’re thrilled to be working with Poetic to bring it to retail.”
Article by: License Global
