Belstaff has become fashion partner of the OGC Nizza

Belstaff, a brand specializing in outwear clothing - especially for motorcyclists and aviators - has signed an agreement with OGC Nizza regarding a fashion partnership: the first team and the youths of the ''Les Aiglons'' will have to wear brand clothes British during all the official events organized for the French team, but we will have to wait until autumn to see the whole co-branded collection unveiled.

In addition, the agreement provides for the presence of the logo of the English brand at the Allianz Riviera in Nice, the Training Center and the Academy Center.

"With our drive, ambition and passion for adventure, we know that we can do great things together" said Jean-Pierre Rivère, president of OGC Nice.

Collaborations between football teams and brands that are not purely sportswear (even if fashion-oriented) are more and more frequent, especially as regards clothing off the pitch: the most recent examples are those of Hugo Boss, tailor partner of Rome and PSG during the last season, Replay, Parisian team denim partner and Dsquared2, a fashion partner from Manchester City. These are two-way marketing moves that bring visibility to both brands in contexts other than habitual ones, pushing consumers to approach a market that would otherwise remain foreign to them.

However, the relationship between Nice and Belstaff is not a casual partnership: both companies are in fact owned by Sir Jim Ratcliffe, billionaire owner of the English group Ineos.

Returning to its natural habitat, Belstaff has announced that it will also dress the team of the new Grenadier 4×4 - inspired by the old Land Rover Defender, which will be presented this week by Ineos Automotiveand - and it's not excluded that some items dedicated to ''Les Aiglons'' may also appear.