Playlife

Playlife

Playlife logo
Industry	Fashion
Predecessor	Benetton Sportsystem
Defunct	2013 (2013)
Headquarters	Treviso , Italy
Key people	Alessandro Benetton (CEO) Giovanni Peracin (Business Director)
Owner	Benetton Family
Parent	Benetton Group

Playlife branding on the 1999 Benetton B199

Playlife (stylised in reverse mirrored words) was a fashion company based in Treviso, Italy. It was a wholly owned subsidiary of the Benetton 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

Between 1998 and 2000, the Benetton Formula One team utilised first Mecachrome and then 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
					Giancarlo Fisichella	Ret	6	7	Ret	Ret	2	2	9	5	Ret	7	8	Ret	8	6	8
					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
					Giancarlo Fisichella	4	Ret	5	5	9	2	Ret	7	12^†	Ret	Ret	11	Ret	Ret	11	14^†
					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
					Giancarlo Fisichella	5	2	11	7	9	5	3	3	9	Ret	Ret	Ret	Ret	11	Ret	14	9
					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.