A special product is being launched in the world market: the Ayrton Senna No Limits Sandal, by Rider. Yep, the great racing driver is to be honoured by commemorative flip-flops!
The launch is part of the Ayrton Senna No Limits Year project, which aims at reaffirming values highly cherished by Ayrton, such as determination, motivation, perseverance, pride in being Brazilian, optimism, and a never ending search for perfection and victory.
The sandal is available in the colors of the Brazilian flag. The product includes a drawing depicting part of the Brazilian flag in the insole, and the signature "Ayrton Senna No Limits" around the ankle. Straps come in three colors, matching the color of the sole: black, white, and blue. The sandal will be available in sporting goods stores in various parts of the world from August. Price will be around 35USD.
The launch is the result of a partnership between Rider and Ayrton Senna Foundation, a non-profit organisation. Founded in 1994, the Instituto Ayrton Senna has as its mission to create opportunities for future generations to develop their potential as human beings, citizens, and professionals. Since being set up, the programs have reached 3,931,000 children and youngsters, in 460 cities and 24 states in Brazil. All licensing royalties from the Ayrton Senna No Limits brand will be allocated to projects supported by Instituto Ayrton Senna.