“The Kentucky Derby is a first-class occasion attended by passionate, pushed followers and it is a perfect platform on which to each showcase BMW’s electrified lineup and forge private connections,” Casey stated.
Broderick McKinney, vice chairman of BMW North America’s central area, identified that the corporate thought of final yr’s Kentucky Derby look so successful—fourth-quarter gross sales of the 7 Sequence elevated 20% from a yr earlier—that the automaker determined to debut its XM sports activities exercise car at this yr’s occasion.
“The Kentucky Derby embodies pleasure and a practice of efficiency, attributes which align effectively with the BMW model,” McKinney stated.
Lusso Fashion
In 2022, the St.Louis-based luxurious sports activities boutique got here to the Derby with a denim jacket made with Swarovski crystals.
That went over so effectively that, this yr, Lusso ARTboss Drea Ranek stated the boutique is bringing a complete “luxe lab” to Churchill Downs’ museum retailer. Lusso plans to customise jackets and fleece with Derby-inspired patches in chenille, metallics and Swarovski crystal.
Whereas it features like a pop-up boutique, Ranek hopes the lab will “will turn into a Churchill Downs custom for years to come back.”
