GreenLight races in with Steve McQueen deals

Limited edition motorcycles, racing gear and other apparel to roll out inspired by iconic American actor.
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Leading IP services firm GreenLight has signed several licensing agreements on behalf of the Steve McQueen estate for the production, marketing and sale of limited edition motorcycles, racing gear and other apparel.

Métisse-Motorcycles, based in the UK and home of the classic British motorcycle, has inked a deal to produce a Limited Edition Steve McQueen Mark 3 Moto Cross bike. Only 300 will be produced.

Meanwhile, Johnson Motors will create the signature line of McQueen-branded shorts, sweaters, hats, jackets and other apparel. The firm began manufacturing high-end apparel in 2004 and has become a hot brand with celebrities, including George Clooney and Brad Pitt.

a2z Racer Gear has licensed the McQueen name for a new Le Mans inspired racing apparel line. The racing jackets are a replica of the Gulf team jacket made famous by McQueen in the Le Mans movie, including the blue and orange colour scheme. The jacket will have the signature 'Steve McQueen' embroidered on it where 'Michael Delaney' was on the jacket worn in the film.

Moving on, and Japanese apparel firm Toys McCoy will produce a broad line of McQueen motorcycle racing apparel including hats, t-shirts, jackets, helmets and footwear for the Japanese market.

Triumph Motorcycles, meanwhile, will create a dedicated line of McQueen apparel and accessories for all of its dealerships.

"Steve McQueen is a legend that many celebrities like to emulate, but few do," said Diana Brobmann, senior manager, new business development and product licensing at GreenLight. "The use of Dead Celebs (or as I call them 'Delebs') such as McQueen, continues to increase in the marketplace.

"Manufacturers and advertisers licence them to strengthen their product lines and brands and appeal to consumers across generations by leveraging personas that are unmatched by the Hollywood stars of today. By creating brand extensions that are timeless and cool, we target a wider demographic."

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