Brandweek reports, that tire maker Michelin and tennis equipment and apparel maker Babolat are set to launch the latter brand’s first tennis shoe, called All Court.
The shoe will be co-branded, though Michelin’s name and branding will be on the sole only.
The move is part of a licensing program Michelin launched in 2000, Michelin Lifestyle Limited, to extend the brand into automotive and cycling, high performance work, sports and leisure products, and heritage-themed apparel and personal accessories.
The managing director of Michelin Lifestyle Limited said the company launched the program as a brand builder. “The strategy has three goals,” he said. “It’s first and foremost for brand impact, and second, we want to have the right products in the right places to support our efforts to build that impact for the Michelin brand. Lastly, it’s to progressively contribute financial support through product sales,” he said.
We consider this plain co-branding. Or maybe a license for rubber soles?
The “brand impact” seems questionable.