X-Bionic asserts high-end positioning with Lamborghini

By

Olivier Guyot

Published
Nov 11, 2014

How to improve upon a brand’s positioning? With its new collaboration, X-Bionic is setting its own terms. The Swiss sports brand, which markets compression base layers and technical jackets, is collaborating on a collection with Lamborghini via a three-year agreement ideal for refining its performance and high-end image.

The partnership isn’t limited to a handful of pieces. Instead, it extends to the brand’s entire range, from running to golf, to cycling and winter sports. Besides featuring the Italian label’s logo, X-Bionic products also refer to automobile technology in terms of aerodynamics, heat conservation, ventilation and of course style.

In total, the collaboration includes thirty or so pieces including compression jackets and t-shirts, overalls for biking and skiing, as well as shorts or socks. To make the most of the partnership, X-Bionic has put together a dedicated section on its site featuring special events as well as a promotional video. 

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The brands have extended the agreement further to include a four-piece capsule centered on the Huracan Lamborghini. Playing with yellow, while other pieces are focus on the brand’s classic red, the limited edition collection features a very technical wardrobe for cycling and for running. 

The collection will be released in premium retailers that feature X-Bionic products. With a range that includes numerous sports, the brand boasts more than 375 points of sale in France.