Burberry has recently announced its decision to extend its partnership with Team Qhubeka NextHash, a UCI WorldTour cycling team that aims to raise funds and awareness for Qhubeka, a non-profit organization based in South Africa. This collaboration, which initially began in June, made Burberry the first luxury fashion brand to team up with a Tour de France team. Now, the partnership has expanded to include support during the Tour of Britain 2021, an eight-stage race that started on September 5th and will culminate on September 12th.
During stages five and seven of the Tour of Britain, Burberry will be hosting a series of mini branded pop-up elements in the North West and along the Scottish Borders. These pop-up activations seek to create an extraordinary atmosphere for both spectators and participants alike, elevating the overall racing experience.
Burberry’s decision to partner with Team Qhubeka NextHash reflects the brand’s shared values of pushing boundaries, exploring new territories, and challenging expectations. To emphasize this collaboration, the Burberry logo and Thomas Burberry Monogram are prominently displayed on Team Qhubeka NextHash’s cycling jerseys, as well as on their bicycles and vehicles used during the tour.
Team Qhubeka NextHash is an incredibly diverse team, comprised of athletes representing 19 nationalities. With bases in South Africa, the Netherlands, and Italy, the team epitomizes the global reach of the sport. Qhubeka, the non-profit organization that benefits from the partnership, focuses on providing bicycles to those in need through its various programs. These initiatives are instrumental in helping students commute to school, enabling healthcare workers to reach more patients, and assisting first responders in transporting life-saving equipment. Burberry further supports these efforts by making a donation to Qhubeka.
By extending its collaboration with Team Qhubeka NextHash and supporting the Tour of Britain, Burberry further solidifies its commitment to sustainability, community engagement, and pushing boundaries within the fashion industry. This partnership not only raises awareness for a critical cause but also demonstrates Burberry’s dedication to creating unforgettable brand experiences.
Useful links:
1. Burberry Official Website
2. Qhubeka Official Website
