Playlife

Playlife was a fashion company based in Treviso, Italy. It was a wholly owned subsidiary of the Benetton Group.

Playlife
IndustryFashion
PredecessorBenetton Sportsystem
Defunct2013 (2013)
Headquarters
Treviso
,
Italy
Key people
Alessandro Benetton (CEO)
Giovanni Peracin (Business Director)
OwnerBenetton Family
ParentBenetton Group

History

In July 1997, Benetton Group acquired a 57% stake in Benetton Sportsystem from Edizione Holdings for 318bn lire. At this time, it was rebranded to Playlife to represent sports equipment, goods and fashion for the company with brands such as Prince, Rollerblade and Kästle.[1][2] In mid 1998, Benetton predicted around 40 Playlife specific stores would open in Europe.[3] By 1999, the entire former Benetton Sportsystem brand was consolidated into the group under Playlife.[4]

Playlife produced the tracksuits and casual shoes used by the Italian Olympic Team at the 2000 Olympic Games in Sydney.[5] The team also opened the first dedicated Playlife store in Milan.[6]

Store expansion continued and by 2011, Giovanni Peracin was announced as the new Playlife Business Director.[7] At the same time, Benetton opened a new Playlife concept store in the headquarters city of Treviso, Italy.[8]

However by late 2013, Playlife was axed by the Benetton Group during a restructuring.[9][10]

Formula One
Playlife branding on the 1999 Benetton B199

Between 1998 and 2000, the Benetton Formula One team utilised Supertec engines that were rebranded to Playlife, and the cars featured sponsorship from the company.[11]

Complete Formula One World Championship results

(key) (results in bold indicate pole position) (Races in italics indicate fastest lap)

Year Entrant Chassis Engine Tyres Drivers 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Points WCC
1998 Mild Seven Benetton Benetton B198 Playlife (Mecachrome) GC37-01 3.0 V10 B AUS BRA ARG SMR ESP MON CAN FRA GBR AUT GER HUN BEL ITA LUX JPN 33 5th
Italy Giancarlo Fisichella Ret 6 7 Ret Ret 2 2 9 5 Ret 7 8 Ret 8 6 8
Austria Alexander Wurz 7 4 4 Ret 4 Ret 4 5 4 9 11 16† Ret Ret 7 9
1999 Mild Seven Benetton Benetton B199 Playlife (Supertec) FB01 3.0 V10 B AUS BRA SMR MON ESP CAN FRA GBR AUT GER HUN BEL ITA EUR MAL JPN 16 6th
Italy Giancarlo Fisichella 4 Ret 5 5 9 2 Ret 7 12† Ret Ret 11 Ret Ret 11 14†
Austria Alexander Wurz Ret 7 Ret 6 10 Ret Ret 10 5 7 7 14 Ret Ret 8 10
2000 Mild Seven Benetton Benetton B200 Playlife (Supertec) FB02 3.0 V10 B AUS BRA SMR GBR ESP EUR MON CAN FRA AUT GER HUN BEL ITA USA JPN MAL 20 4th
Italy Giancarlo Fisichella 5 2 11 7 9 5 3 3 9 Ret Ret Ret Ret 11 Ret 14 9
Austria Alexander Wurz 7 Ret 9 9 10 12† Ret 9 Ret 10 Ret 11 13 5 10 Ret 7

References
  1. "Benetton Group acquires Benetton Sportsystem". Benetton. Retrieved 5 August 2022.
  2. "Playlife Project launched as a global focal point for sportswear and sporting equipment". Benetton. Retrieved 5 August 2022.
  3. "Benetton Consolidated Revenues approach the 2,000 Billion Lire Mark". Benetton. Retrieved 5 August 2022.
  4. "With the integration of the Sports Division the Benetton Group is more global and diversified". Benetton. Retrieved 5 August 2022.
  5. "All the Colors of the Italian Olympic Team". Benetton. Retrieved 5 August 2022.
  6. "The first Playlife store opens in Milan". Benetton. Retrieved 5 August 2022.
  7. "Giovanni Peracin is the new Director of the Playlife Business Unit". Benetton. Retrieved 5 August 2022.
  8. "The first PLAYLIFE concept store opens in Treviso: WELCOME HOME". Benetton. Retrieved 5 August 2022.
  9. "Benetton Group to dismiss Playlife and Killer Loop". The Spin Off. Retrieved 5 August 2022.
  10. "Benetton Group to discontinue Playlife, Killer Loop and Jeans' West". fashionunited.uk. 24 December 2013. Retrieved 5 August 2022.
  11. "Benetton gets Playlife V10s". grandprix.com. Retrieved 5 August 2022.


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