Valentino Rossi’s VR|46 new e-commerce is all about passion

Speed has always been in our DNA. But designing the new online presence of the brand of a nine-time world champion like Valentino Rossi is not an easy task. There’s so much passion involved, there's so much to tell and share that you cannot settle for an ordinary restyling.

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Speed has always been in our DNA. But designing the new online presence of the brand of a nine-time world champion like Valentino Rossi is not an easy task. There’s so much passion involved, there’s so much to tell and share that you cannot settle for an ordinary restyling. So we decided to think outside the box: we leaned the whole website, like Valentino does with his bike when he’s racing in MotoGP. And we worked with the brand to rethink the whole shopping experiences. Together we divided the brand appearance into three different parts, three ways of being VR|46: racing (the fan), lifestyle and academy (a series of collection dedicated to one of the most ambitious targets of Valentino Rossi and his staff: to give young and talented riders the opportunity to improve themselves and become real professionals). Every way of being has its own aesthetic code, to make the online experience way more clear.
Then we let his fans, the notorious Yellow Team, give life to the e-commerce. VR|46 is not a brand like the others. It has passion at its core. So we relied on Live Story to let the tribe of Valentino’s fans welcome and follow the user throughout the shopping experience. “This is the path we want to follow”, says the ceo of VR|46, Alberto Tebaldi. “We want our e-commerce to be emotional, we want it to tell every user who we are. And now, thanks to the #VR46tribe walls, everyone can be a part of our family”. Because passion is contagious when shared.

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