The Pirelli brand is known as an icon of technology and excellence. It is a name that stands for a premium, high-end style with an Italian heritage all underlined by the company’s dominant position as a supplier to luxury car manufacturers.
The fame of the Pirelli name and brand also stems from its involvement in multiple activities beyond tyre manufacturing. It has a record of 110 years supporting motorsport, it sponsors multiple sports – from the Italian football team Inter Milan and America’s Cup winner Emirates Team New Zealand, to the Los Angeles Dodgers baseball team – and it has a commitment to the arts and culture represented by the Pirelli Calendar, the Pirelli Foundation and Pirelli Hangar Bicocca, one of Europe’s largest exhibition spaces for contemporary art. The company is also involved in numerous initiatives for the community.
Pirelli has been the sole supplier of tyres for the Formula One™ World Championship since 2011 and will continue in that role until the end of the 2019 season. The world’s top automotive competition, Formula One™ is an international showcase that reaches an annual audience of over 1.6 billion spectators.
Pirelli supplies Formula One™ with approximately 1,700 tyres per race and a total of 45,000 tyres per year, including tests.
The CAL™
Pirelli created the Calendar in 1964 as a promotional tool with artistic and cultural connotations. Its attention to detail immediately helped to set it apart from the world of fashion and “glamour”.
Since then, for more than 50 years The Cal™ has continued to mark the passing of time with images by the most highly acclaimed photographers of the moment – capturing and interpreting contemporary culture and often setting new trends. A total of 44 Pirelli Calendars have showcased the work of 34 photographers, all of whom felt honoured to be handed one of the world’s great photographic assignments. Today The Cal™ is part of a brand positioning and image of Pirelli that continues to reach beyond automotive and into luxury lifestyle, innovation, arts and the community.
Pirelli Design
Pirelli Design is an incubator of prestige projects that enhance Pirelli brand values of innovation, performance and glamour through the development of unique and iconic lifestyle products.
Its goal is to leverage Pirelli’s technological know-how in the development of design projects in collaboration with a select number of partners that represent excellence in their respective areas of business.
Prestige Outlets
In order to provide end consumers with the opportunity to live the full Pirelli experience, the group has started opening prestige outlets of which P Zero World in Los Angeles was the first in 2016.
