“The Kentucky Derby is a first-class event attended by passionate, driven fans and it is an ideal platform on which to both showcase BMW’s electrified lineup and forge personal connections,” Casey said.

Broderick McKinney, vice president of BMW North America’s central region, pointed out that the company considered last year’s Kentucky Derby appearance such a success—fourth-quarter sales of the 7 Series increased 20% from a year earlier—that the automaker decided to debut its XM sports activity vehicle at this year’s event.

 “The Kentucky Derby embodies excitement and a tradition of performance, attributes which align well with the BMW brand,” McKinney said.

Lusso Style

In 2022, the St.Louis-based luxury sports boutique came to the Derby with a denim jacket made with Swarovski crystals. 

That went over so well that, this year, Lusso ARTboss Drea Ranek said the boutique is bringing an entire “luxe lab” to Churchill Downs’ museum store. Lusso plans to customize jackets and fleece with Derby-inspired patches in chenille, metallics and Swarovski crystal.

While it functions like a pop-up boutique, Ranek hopes the lab will “will become a Churchill Downs tradition for years to come.”