MOMO x Logitech G
CASE STUDY

BRAND COLLABORATION

MOMO × Logitech G – Racing Heritage Meets the Future of Motorsport

CHALLENGE

Two iconic brands.

MOMO is synonymous with motorsport—handcrafted Italian performance, worn by champions, trusted at 200+ mph. Logitech G is the undisputed leader in sim racing hardware, trusted by countless virtual drivers. But until 2024, these two names hadn’t collaborated in over two decades—and neither had delivered what the modern sim racer really wanted:

Authenticity.

The sim racing world had evolved. What was once niche was now culture—Assetto Corsa, iRacing, drifting servers, esports leagues. But MOMO had no footprint in this space. And Logitech G, while dominant in hardware, was missing the emotional credibility of race-proven equipment.

The moment was now. We had to close a 24-year gap—and make it feel like fate.

TRANSFORMATION

Cultural Relevance
Product Innovation
Global Brand Reintroduction

STORY

As CMO of MOMO, I led the strategic effort with Logitech G’s Jim Hoey, to reignite a partnership that hadn’t seen daylight since the early 2000s—MOMO × Logitech G.

This wasn’t about nostalgia. It was about rewriting the future of motorsports.

We had two goals:

  1. Bring MOMO’s racing heritage into the world of sim racing in a way that felt legit, not legacy.

  2. Elevate Logitech G’s new RS ecosystem with real motorsport credibility and hand-crafted Italian design.

Together, we developed and launched the first-ever MOMO x Logitech G sim wheels:

  • SIM GT 320: A modern racing wheel, built for high-grip control and everyday sim setups.

  • SIM RACER GT 290: A compact, aggressive design inspired by GT race cars.

But this collab went way beyond product.

  • We unveiled the partnership at Logiplay 2024, Logitech’s global product showcase—announcing the return of MOMO to sim racing live to a worldwide audience.

  • We followed it with a major activation at the 2024 ADAC SimRacing Expo in Germany—putting the new wheels in the hands of real sim racers and building buzz among the hardcore community.

  • Both brands showed up in full force—shared booth presence, creator partnerships, and a powerful narrative that connected generations of racers, real and virtual.

This wasn’t just a licensing deal. This was a category statement:
Motorsports isn’t just real or sim anymore. It’s both.

IMPACT

• MOMO re-entered the sim racing market for the first time in over 20 years—instantly gaining relevance with a new generation of racers
• Logitech G added handcrafted racing pedigree to its RS lineup—setting itself apart in a market flooded with generic and cheap licensed gear
• The SIM GT 320 and SIM RACER GT 290 both launched to acclaim across the sim and racing press
• The partnership received global press coverage, creator engagement, and real grassroots momentum at events like ADAC
• Opened the door to an ongoing product roadmap of race-grade sim gear that bridges real performance and digital immersion

TAKEAWAY

This wasn’t just a product drop.
It was the return of a legend—and the start of a new lane.

Under my leadership as CMO, MOMO didn’t just enter sim racing.
We entered with purpose, with presence, and with product that redefined what authenticity looks like in digital motorsport.

Two brands. One vision.
Motorsports, for every driver—from virtual to real.