Cover Story
The Harrolds Racing Team revs its engine
A collaboration of passion and luxury with pedal to the metal.
3 Minute Read
After 37 years, Harrolds continues to curate an in-store (and online) experience that is like no other in Australian luxury fashion. Collaborations in art, hospitality, and leading tastemakers have allowed us to tell stories of style that extends beyond just clothes.
Now, in a momentous union, we’re joining forces with another stalwart of sophistication, legacy and culture: Mercedes-AMG Customer Racing.
It’s such a rich opportunity to align the Harrolds brand with a new luxury category
Meet The Harrolds Racing Team
With a mission to expand experiential opportunities for his clientele and through a personal passion for motorsports and racing, Harrolds Managing Director, Ross Poulakis set out to curate The Harrolds Racing Team.
Ross Poulakis and Sam Brabham (of Brabham racing royalty), completed the opening round of the GT World Challenge Australia in Phillip Island last weekend, and placed first in the GT4 category on both Saturday the 19th and Sunday the 20th of March.
Sam Brabham is young and emerging British third-generation racing driver, driving coach and stunt driver and is the grandson of three time Formula One World Champion Sir Jack Brabham.
Driving a sense of nostalgia home
“The Harrolds Racing Team came from the idea of us having a lot of fun driving on the track and having a passion for motorsport. It’s such a rich opportunity to align the Harrolds brand with a new luxury category. As a little kid, I recall sitting in my dad’s Mercedes-Benz and pretending to drive it. My interest stemmed from this memory,” says Ross.
“Motorsport was an untapped area that we hadn’t been involved in before as a business, but I saw a lot of our clientele participating in and loving it. It was then we decided to create our own motorsport team and join in on the action, but from behind the wheel.”
“The business sees great alignment with Mercedes-AMG Customer Racing. Those who watch and attend the GTWC race days have high interests in premium motor vehicles, and are assumed to live a luxury lifestyle. We’re endeavoring to bring luxury experiences to motorsport, in a way that hasn’t been done before.”
Ready and racing
Harrolds cars that are racing in 2022 include the Mercedes-AMG GT4 and AMG GT3 EVO.
Joining Poulakis in the driver’s seat will be Peter Hackett, Australian Endurance Championship GT race driver and driving instructor.
“The relationship that we have with Peter has been instrumental in paving the way for Harrolds and Mercedes-AMG to develop and grow together. After our success last weekend, Harrolds Racing Team has firmly has firmly cemented itself on the world’s motorsport racing circuit.”
Race days to mark in the diary
Potential future dates for the Harrolds Racing Team include:
– VALO Adelaide 500, DECEMBER 1 – 4, 2022
Opportunities for sponsorship
“We’re also inviting sponsors to embark on the journey with us. From a sponsor’s perspective, they’re affiliating their brand with the Harrolds network. It’s not just about a brand sticker on a car — it’s about synergies for both Harrolds and whoever that potential sponsor may be,” says Ross.
Read more via:
Nine, GT World Challenge, V8SLEUTH, Speed Cafe, Speed Series, The Race Torque, AutoAction, Sportscar365 & Motorsport.com.
