MINI USA and Rapha North America have announced a new partnership, bringing the two premium lifestyle brands together. The partnership connects both MINI and the cycling apparel brand Rapha – both of whom have a shared British provenance and a passion for getting out on the open road – by offering a number of unique elements to both MINI and Rapha customers.
A key and highly visible element of the partnership is the allocation of customised MINI Clubman vehicles with roof-mounted bike racks positioned at Rapha Clubhouses across the US in Boulder, Chicago, Los Angeles, New York, San Francisco, Seattle and Washington DC. These MINI Clubmans provide “Tour de France” style mobility and support for Rapha’s regular curated cycling adventures with their customers.
Another element of the partnership, Rapha Cycling Club (RCC) members in the US who test-drive and either purchase or lease a new 2019 MINI will receive a US$500 credit. This credit can be used off the manufacturer’s suggest retail price, or applied toward the purchase of a MINI bike rack or other MINI lifestyle or accessory items at the time of vehicle purchase. RCC customers will also receive a special package of co-branded Rapha+MINI accessories including a musette bag, essentials case and cycling cap.
The partnership also gives US-based MINI owners who are interested in Rapha apparel a special discount code for 20% off at Rapha.cc for a limited time only.
“In Rapha, I am pleased that we have found a partner that mirrors our brand philosophy and, like MINI, is totally at home both in our metropolitan centres and out on the open roads of the US. Our MINI Clubmans will allow Rapha customers a quick escape to reach the delightful rides across the US, from the Catskill Mountains of New York and the forested peaks of Washington to the monumental climbs across California,” said Thomas Felbermair, Vice President, MINI Region Americas.
“It’s a natural partnership, as both Rapha North America and MINI are fully committed to the outdoors while remaining deeply rooted at the intersection of design and performance,” said Jake Rosenbloum, North American Marketing Director for Rapha. “The two brands integrate these elements extremely well, and this leads to a rewarding experience for the customer – whether enjoyed on four wheels or two.”