BRAND MIKE DAVIS®

  •  draggable=
  •  draggable=

BRAND MIKE DAVIS®

The Portuguese clothing brand MIKE DAVIS® was born in 1976. With more than 40 years of existence maintains a set of values associated with quality and sporty elegance. The first years were marked by a great connection to sports such as tennis, windsurfing, surfing, golf, sailing and horseball. Sports that represent the brand’s DNA, the casual sport. The first pieces of the brand MIKE DAVIS® were piquet polo, tennis shorts, tennis skirts, tennis dresses, elastic cuffs, tennis rackets and other accessories. The brand MIKE DAVIS® is associated with tennis through its name, inspired by the Davis Cup and prominent world-class figures, and its logo is linked to a symbol of sailing and windsurfing. These sporting disciplines of land and sea are inseparable from the brand MIKE DAVIS® and we can follow its history through them. As a consequence of the association with other sporting disciplines, other pieces appear, namely those associated to sea sports – nautical parkas, sports bags, windsurfing boards and sailing shoes. Until the mid 80’s, the brand MIKE DAVIS® maintained an association with technical clothing required to practice several sports. Nautical sports are also in the origin of the brand MIKE DAVIS®, and from early on it has promoted the practice of several water sports, with particular emphasis on windsurfing, but also yacht sailing, and sailing with different types of light boats. The brand MIKE DAVIS® supported tennis schools through the 80’s and 90’s. The brand had developed pieces and collections inspired by tennis throughout its existence, as well as some technical equipment, such as tennis rackets and cuffs. The brand MIKE DAVIS® was connected to names like João Guedes, Pedro Cordeiro, João Cunha e Silva, Bernardo Mota and more recently João Sousa, the first Portuguese tennis player to win Estoril Open, currently national number 1 and 43º of the ATP ranking. 43 years of active presence in multiple sports allowed the gathering of the energy that is well-known from the collections that MIKE DAVIS® produces today and which is clearly evident in its stores. The “casual sport” designation encapsulates all the daring to be different, with attitude and with a special energy. In 2005, the concept of the brand MIKE DAVIS® is extended to women’s clothing, with its first collection. With the increase in the number of stores and franchises in the national territory (and even across borders), the brand MIKE DAVIS® begins a process to define its own universe and works on its casual sport identity. The economic crisis of 2008 delays this process, which is resumed in 2013, with the introduction of new ideas that reinforce the work carried out over more than 30 years of presence in the markets. Thus, by strengthening its casual sport brand identity, with an inspiration strongly linked to the already mentioned elite sports, the brand MIKE DAVIS® enters a new constructive process, in order to strengthen its medium / high position. The new integrated way of working the man and woman collections, the quality of the raw materials and the increase in the national production (95% made in Portugal), the renewal of the concept of brand communication, the renewal of the shop concept and the simplicity of the exhibition to allow clothing to take center stage are the pillars of a strategy that intends to position the brand MIKE DAVIS® as a worldwide reference clothing brand.

Categoria
Clothing, Man, Woman