America’s Cup is the world’s most popular sailing competition, attracting sponsors like BMW, Oracle, UBS – and Prada, whose vessel was named Luna Rossa.
We were asked by Prada to evaluate the economic opportunities deriving from the launch of Luna Rossa as a luxury brand. A study provided recommendations on the most attractive opportunities for the new brand.
Representing the perfect combination between the sailing and the fashion worlds, the Luna Rossa brand appeared on a sought-after apparel collection, as well as luxury editions of mobile phones and watches.
Interbrand conducted further analyses on the Luna Rossa brand following its launch.
The original study was proved accurate, and the Luna Rossa brand has, in time, become a highly valuable asset.