Lapo Elkann’s customization service has extended to an Alfa Romeo 4C.
This story first appeared in the June 8, 2016 issue of WWD. Subscribe Today.
In partnership with his Garage Italia Customs division, the founder of Italia Independent has joined forces with Adidas to create an extravagant, snakeskin motif in black and white — the same pattern seen on Adidas’ Deadly Focus Pack Football Boots collection.
“The print aims to surprise you,” Elkann said. “You normally find prints like this on luxury goods. This time, we wanted to transfer it to the world of sport. It’s fun, it’s exciting and it pushes boundaries — something that both Italia Independent and Adidas like to do.”
This marks the first customized car from Italia Independent, although Elkann, whose family owns Fiat, Alfa Romeo’s parent, has worked on other automotive brands in the past. The Adidas car has not yet been priced.