Japanese chain brand DID, which is distributed to the UK trade by Dartford-based Bike Alert, has recruited nine-times world champion Valentino Rossi as its global brand ambassador.
This three-year partnership will see Rossi promoting the DID brand and DID products worldwide. The agreement also includes collaboration on future product lines, as well as co-developing and co-branding special product lines. It will involve DID technical support to Sky Racing Team VR46 for the 2021 and 2022 Moto2 world championships too.
An immediate result of the tie-up is DID’s forthcoming launch of two chain series — DID X VR46 and The Doctor. These are newly designed and test-approved by the Italian superstar. The Doctor series, which is directly derived from DID chain supplied to MotoGP contenders (including Rossi himself), will be being produced in a very limited quantities to gain premium customers and collectible status.