Foreword

MLL continues to grow in terms of volume and therefore the impact of our licensing programme. This indicates that we continue to reach and engage millions of people. And what makes this even better; these consumers have decided to purchase a MICHELIN product which shows their trust in our great brand. We know that this is very precious and it’s why we put an emphasis on quality, design, differentiation and customer support (wherever in the world that it’s needed).

At the same time we continue to bring value for our licensees. Above the usage of the MICHELIN brand, more and more, MLL is giving added value and supports to licensees in two main domains:

• Communications – enabling much more impact through the tools we have put in place e.g. digital, press, promotional support
• Technical – we are able to support licensees much more than before with design and development work. We have organised many innovation sessions – which is proof of this! As is the reaction from our licensees after meetings, telling us we’re working in a positive direction and we’re able to offer consumers a differentiated product.

As a result of this work, it’s pleasing to see that Michelin Lifestyle’s ranking in the Top 150 Licensors by License! Global Magazine – an improvement of 10 places from last year. We have an article about this in this Newsletter, so please take a look for more details!

consumers have decided to purchase a MICHELIN product which shows their trust in our great brand

Another article you’ll discover in this Newsletter is about the new Under Armour shoes with MICHELIN technical soles. They are original, combining technical benefits as well as being fashionable! Everyone can see that the shoe is bringing something to consumers from all of the positive coverage in blogs / press / awards issued since the first presentation to the press in March. This once again demonstrates that differentiation and added value are not just buzz words, but facts and results throughout MLL’s activities.

For all of you in the northern hemisphere; I wish you a great summer holiday! And for everyone that has already taken a break – I hope you enjoyed it!