INDIANAPOLIS—Over Memorial Day weekend, Viva International Group and their newest brand, William Rast, participated in “the greatest spectacle in racing” with their extended sponsorship of the William Rast Racing/Bryan Herta Autosport Team. VM was on the scene for the entire weekend with exclusive coverage live from the event.



(L to R) Colin Dyne, Viva’s Jen Jani, Sebastian Saavedra, Viva’s Liz Tontodonati and Bryan Herta.


Viva’s Jen Jani (l) and Liz Tontodonati (r) flank VM’s Deirdre Carroll and William Rast’s Andrea Soble.


Bryan Herta Autosport co-owners Brian Herta (l) and Steve Newey (r) with William Rast CEO Colin Dyne (c) in the pit on race day.
During the 94th running of the Indy 500, Viva’s sponsorship included the William Rast Eyewear logo emblazoned across the nose of the William Rast car #29, along with the pit crew wearing the first ever limited edition William Rast Racing Eyewear sunglasses. The then 19-year old rookie, and rising Colombian racing star, Sebastian Saavedra (who turned 20 on June 2) drove the #29 William Rast car on race day and proclaimed himself a huge fan of Viva’s William Rast Racing styles.





Viva’s William Rast Eyewear logo on the nose of car #29.
“Sebastian was the guy we wanted to build this program around. Here’s a young, cool, edgy guy and we needed a brand that could capitalize on this, a brand that is going to give us legitimacy and that other companies and brands are going to want to be associated with,” said Bryan Herta, co-owner of Bryan Herta Autosport.

“When we found out that Viva wanted to launch the eyewear here, it was just so perfect. We’re launching the IndyCar team, we’re launching Sebastian’s IndyCar career and its the biggest motor race in the world. I think we’re bringing something new to this paddock, we’re bringing a new approach and a new energy to the IndyCar Series. Its been a lot of fun and we are just so lucky to have William Rast and all these great partners with us,” Herta said.

Colin Dyne, CEO of William Rast, added, “I thought this would be a great match for us and to use this as the platform for William Rast and all the brand extensions we’re going to be doing from denim, to eyewear, to footwear. Sebastian is a perfect fit for the William Rast brand, and is an ideal ambassador for the William Rast Racing Eyewear collection. And this is just the beginning.”

William Rast, the ‘New America’ denim culture brand founded by Trace Ayala and Justin Timberlake, will debut their full collection of sunwear with Viva in January 2011, with eyewear to follow in March 2011.




Sebastian Saavedra in William Rast Racing eyewear.

Viva’s Don Fatula (l) with Nicks Ericsson (r) of William Rast.
In the end, and despite a promising start, Saavedra crashed in lap 160 of the 200 lap race. He managed to place 23 out of 33 contenders and lasted longer than a number of older and more experienced drivers, while driver Dario Franchitti ended up taking home the top prize for the second time.  ■ ■