Swiss watch brand, Maurice Lacroix, has become the official sponsor of Red Bull Dance Your Style. The innovative dance competition attracts dancers from around the globe, keen to show their best moves to an assembled audience.
Like modern-day gladiators, their fate is decided with a flick of a card: red or blue. Maurice Lacroix chose to join Red Bull in the event as it matches the characteristics of their audience, Generation Z – ambitious, competitive, connected and urban according to Red Bull. This is the first time a watch company has entered into the world of competitive street dance, upholding Maurice Lacroix’s reputation for being innovative.
Participants perform in front of an audience that judges competitors simply by brandishing a red or blue card. Events will be held in several prominent cities around the world before the finalists travel to the World Final and put it on the line.
Maurice Lacroix is a 40 years Swiss watch brand with an active and urban brand image that captures the vitality of city life.