Foreword

Since the beginning of this year, the MLL activity has continued to grow. Firstly, the projects presented in the joint press event with JV International in November last year are coming to life! Several shoes with MICHELIN technical soles are now in the market, including; TCX motorcycle boots, Northwave cycle shoes and Diadora safety boots. There are others now in market too, which you can read about in the “From Tyres to Technical Soles Press Event” article in this Newsletter.

New Universe!

Now we’ve entered this ‘universe’ where we have MICHELIN technical soles on sports shoes – we hope that the new consumers will benefit from the technical performance of the MICHELIN soles and will remember the MICHELIN brand when they next need to buy tyres. Furthermore, in general, footwear is more of an emotional ‘universe’ that tyres – even if some tyre market segments can be emotional too!

Vehicle Accessories

In the Vehicle Accessories category, we’ve had lots of news and launches in the first quarter. The MICHELIN Tyre Sealant, developed by Argentinian licensee, Bardahl, in collaboration with the Michelin Technology Centre and MLL was launched in South America – and will soon be available in Europe. Let’s not forget this is a very differentiated product, which we talk about further in the “Michelin Tyre Sealant to Launch in Europe” article.

Let’s not forget this is a very differentiated product

You already know that wiper blades are a very successful product in our portfolio – especially in North America, where we have almost a 10% share of the retail market. We decided some time ago to expand this ‘best practice’ in to other geographical zones, and today it’s coming true in China and Germany – where first results are very promising. And wiper blades are coming to France, as well as the rest of Europe and South America, very soon.

5th Generation of Babolat tennis shoes with a MICHELIN sole

As a reminder, Michelin acknowledged in 2003 that the brand was a legitimate fit in the Footwear category when Babolat became a partner in the development of a range of tennis shoes. Some 12 years later, we have developed a 5th generation of MICHELIN technical soles for Babolat tennis shoes. More information about some of these very dynamic and trendy designs can be found in this Newsletter and also at babolat.com.

Successful Program

The longevity is proof that the MLL program is much more than an ordinary brand licensing program – because the strategic mission is to create more consumer touch points for the Group – with licensees we have developed many differentiated and innovative products to core markets which enable us to support the MICHELIN brand in a long term approach.

Christian Delhaye
Managing Director
Michelin Lifestyle Limited