The line includes products from the Reserva, Reserva Go and Reserva Mini brands designed for parents and children
Reserva combined the celebration of 30 years of Ayrton Senna’s legacy with the proximity of Father’s Day to present a collection inspired by the driver, created in partnership with Senna Brands.
The campaign features the voice of Galvão Bueno, narrator and great friend of Senna, to announce the collection inspired by the athlete and launched on July 23. In the film, the brand recalls the moments of glory of the driver, which brought parents and children together around racing.
“Ayrton Senna was and continues to be a memorable figure in our history. Every detail of the collection, from the campaign to the pieces, was designed to honor the legacy of the great idol that he was. Just as he did for me, I believe that Senna connected many fathers and sons throughout Brazil and awakened a love for Formula 1 that has been passed down through generations, so there would be no better time to remember him than on Father’s Day,” said Rony Meisler, CEO of Grupo AR&Co and co-founder of Reserva.
The line features products from the Reserva, Reserva Go and Reserva Mini brands designed for parents and children. In addition, the pieces also replaced the traditional woodpecker, the symbol of Reserva, with the athlete holding the trophy.
For Reserva Go, a footwear and accessories brand, the Yankee and Heritage models have been given a black and yellow version, and another in red and white, inspired by the colors of the driver’s car models, in addition to receiving the signature of the Brazilian motorsport idol and a special label for the tongue in the colors of the Senna helmet.
To illustrate the new products, Reserva Go is launching a 3D video with the message “Great sneakers are like great cars. They need an extraordinary driver to make history.” In the film, the brand transforms the models from the collaboration into racing cars, immediately reminding viewers of the thrill of watching Ayrton Senna race.
“The launches of the partnership between Reserva and Senna Brands recall a time when Brazil stopped to cheer for Ayrton. We want to revive that atmosphere of camaraderie between people, especially between parents and children. And we translate this into products that maintain the DNA of Reserva and bring as a differential the emotion and affective memory of watching Senna races”, says Thiago Fernandes, COO of Senna Brands.
