Recently, Motul teamed up with the leading apparel retailer DIVERSE to design and launch a unique collection of clothing. Going right back to our roots, the collection is a nod to our heritage and our future. But the impetus for partnering with DIVERSE goes back to its passion and commitment for motorsport. We spoke to the company’s co-owner Marcin Bielski to find out more about the clothing brand that champions motorsport… in all its forms.
Marcin, DIVERSE is a global motorsport apparel brand. Can you tell us a bit more about who the company’s products are aimed at?
This is a big company so we cater towards men, women and children. From the men’s side, obviously the association with motorsport is key, but it’s also not about overdoing it. We don’t want to become the company of choice for the auto mechanic only because then we will alienate the women's side of the business. What we are doing at the moment is growing our core business very rapidly but the new business we are entering into is servicing companies like Dakar and Motul. And then we have Honda Racing Corporation, which we also have an association with and we have also launched the Honda Collection. This is really about doing limited collections of high-quality apparel for a lot of brands and then slowly growing that part of the business. It’s like a hybrid between B2B and B2C because we grow it for the brand but we also sell it to the end customer.
Your reach into motorsport extends beyond creating clothing for teams. You also play an active part in the sport with sponsorships, is that right?
For Le Mans we sponsor Inter Europol, and for Dakar we have a partnership with the Monster Energy Honda Racing team. We have a few great riders like Ricky Brabac and Kevin Benavides. And we have a close sponsorship with the Duust.com team, who has Konrad Dabrowski, the youngest rider in the history of cross country and who won the Dubai Motocross Championship and finished 10th in the Africa Eco Race. We also have a couple of smaller sponsor championships, but we’re also doing work with Toyota Racing during Dakar. Plus, we’re very active in other sports, such as downhill mountain bikes and we have one of the best teams in the European championships. As well as freestyle motocross.
And DIVERSE also has its own team. Can you tell us more about that?
Yes, we have our own team too, which is called DiverseExtremeTeam. This initially started as a team of semi-pro guys we were sponsoring within the limited budget we had at that time, and which we grew into a brand.
DiverseExtremeTeam.com does not directly compete but is a brand platform for all our sport initiatives and sponsorships. It is a dominant brand being represented and associated with extreme sports events that ties people with passion to our products. So just like the MOTUL sticker, we are where the action is.
Coming back to the clothing side of the business, how do you engage with brands like Motul?
We do all the production, from A to Z. You come to us and tell us what you want, and we will build the catalogue for you, the technical specifications for the product, all the samples. It’s a one-stop shop. We can even sell it on your behalf.
What are some of the benefits of partnering with Motul?
One of the things I have always wanted to do beyond Dakar and Le Mans is the Isle of Man TT. And suddenly, we are working with Motul who sponsors the IoM TT. When we have an association and relationship like we have with Motul, we will go through the motorsport calendar together and see what events are worth doing limited collections for. In the future, we would like to build these limited collections with Motul, which are very good for the brand. Before and during the event, the product will be available and hopefully become a collectible item.