Vineyard Vines, Skechers among brands racing to Kentucky Derby

By

Cassidy Mantor

Published
May 5, 2017

Fashion has always factored into the Kentucky Derby which is undoubtedly as much of a society event as it is an important sport moment for horse racing.

Lifestyle apparel retailer Vineyard Vines has just announced it has signed on for a five year contract extension with Churchill Downs, site of the race, giving the brand the title of the Official Style of the Kentucky Derby through 2021.

"The Kentucky Derby is such an iconic sporting institution," said Shep Murray, Vineyard Vines CEO & co-founder. "We couldn't be more excited to be part of an event that combines fashion, fun and sport."

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Vineyard Vines brings a range of branded experiences to the event, including a concert, pop-ups and a Derby-inspired collection. This year the company also is introducing the "Vineyard Vines section" at the first turn of the race: the retail build-out covers 3,500 seats with a "fully branded experience."

Skechers is also making a Derby play this year, having announced it is sponsoring the 2015 Triple Crown winning jockey, Victor Espinoza, as he rides Gormley in the race this year.

Michael Greenberg, president of Skechers said, “we love partnering with elite competitors in any sport and thinking outside the box," referring to Skechers' previous sponsorship of the horse that jockey Espinoza rode to victory at Belmont horse race in 2014. "Now we’re partnering with the man himself as he seeks to achieve his fourth Kentucky Derby victory.”

The 143rd running of the Kentucky Derby takes place on Saturday, May 6, 2017. Post time is 6.34 p.m ET.