Surge Brands to develop lifestyle licensing programme for Cigarette Racing Team

Surge Brands has partnered with Cigarette Racing Team to develop a global lifestyle retail program based on the luxury performance powerboat brand.

For over 50 years, Cigarette Racing Team has specialised in custom-made, hand-crafted, high-performance powerboats. As the appointed global licensing agent for Cigarette Racing Team, Surge Brands will develop a retail program focused on luxury and performance-based goods that reflect the ‘sophistication and design that have become synonymous with the brand’.

Initial product categories will include apparel, accessories, swimwear, fragrance, watches, jewellery, eyewear, spirits and more.

“The Cigarette name itself evokes a jolt of energy to those who know or who have experienced the thrill of an open-water high-speed ride,” said Surge Brands Vice President, Ari Freedman.

“There is simply no other boat brand that can come close to delivering the level of performance, sophistication, attraction, and sex appeal of a Cigarette Racing boat.

“Cigarette Racing has built its reputation on building the finest high-performance powerboats in the world, and our new line of branded merchandise for this American Offshore Legend will represent the level of luxury and sophistication that fans of Cigarette know and love.”

Johnny Ruiz, COO of Cigarette Racing Team, added: “We are launching our iconic brand into a new era. Through the development of a diversified line of products, we aim to reach a new wave of Cigarette enthusiasts.