Ducati Sporting Club UK > General > Idle Chat > OK, is this "cool" brand thing is going a little too far???

[JasonBoswell]

I got in the post today an invite to a "champagne reception" at my local Alessi showroom to present the 749.... Alessi, for those that dont know, is an Italian designer tableware company (cutlery, crockery, etc).

So what with announcing new biro's in Harrods, and hooking up with trendy cereal bowl makers, is our 'sporting' brand being hijacked by those that want to make it a 'lifestyle' brand??? Or perhaps you only bought a Duc cos of the 'lifestyle' connotations???