Aston Martin enlists Tom Brady for 'Category of One' content series
NFL star Tom Brady will collaborate with Aston Martin on a video series exploring design, beauty and the creation of a bespoke Vanquish S, as the brand pursues its revival strategy.
Aston Martin has announced a partnership with NFL quarterback Tom Brady to produce a video series titled 'Category of One', set to launch in 2017. The collaboration will see Brady working alongside Aston Martin’s Chief Creative Officer, Marek Reichman, to discuss their shared appreciation for beauty in design and sport.
The series will focus on the theme 'For the Love of Beautiful', with Brady sharing personal perspectives on what he considers beautiful, both in life and in sport. The project aims to connect the worlds of high-performance automotive design and elite athletics, using Brady’s profile to broaden Aston Martin’s appeal beyond its traditional audience.
A central feature of the project will be Brady’s involvement in specifying his ideal version of the 2018 Aston Martin Vanquish S. The process, from initial concept to final build, will be documented in the series. Aston Martin confirmed the bespoke car will be completed during the summer of 2017.
Aston Martin’s wider revival plan
The partnership comes as Aston Martin pursues a turnaround strategy following difficult years after the global financial crisis. The company has already launched the new DB11 as the first step in a plan to refresh its entire range, with a new model scheduled for each year through 2022. The roadster version of the DB11 and a new-generation Vantage are next in the pipeline.
Aston Martin’s collaboration with Tom Brady is designed to reinforce the brand’s association with craftsmanship and exclusivity, while leveraging Brady’s international recognition. The company is positioning itself for growth as it prepares to roll out a series of new models and initiatives.
For more on Aston Martin’s recent model launches and brand strategy, see Aston Martin to Replace Entire Lineup by 2020 Under Second Century Plan
