The DHL Jordan Honda team, which is enduring a dismal season in the F1 World Championship, has resurrect-ed a comprehensive strategy for taking its brand onto the high street under Mike Hall-Taylor, the head of operating subsidiary Jordan Brand.
Hall-Taylor's plans include an energy chewing gum, which would complement the EJ-10 energy drink and its alcoholic counterpart V-10, which have been launched over the past 18 months.
Also under consideration is a combined Jordan bar and restaurant concept.
Jordan owner Eddie Jordan is renowned for his love of rock music, giving the team a credible positioning for themed sports and music venues.
Among the other projects in progress include the launch of branded mobile phone products in conjunction with Virgin Mobile, a sponsor of the Jordan team. Hall-Taylor is also talking to MBNA about branded credit cards and insurers about a launch into the insurance market.
Ranges of toys, food, computer accessories and cameras are also under consideration. Jordan has appointed The Copyright Promotions Lic-ensing Group (CPLG) as its exclusive global licensing agency to oversee the plans.
CPLG director of sport and brands Chris Protheroe said the aim would be to reinforce brand loyalty.
Previous brand chief, Bill Sweeney, first developed plans for Jordan to extend its brand. He left at the end of last year and is now worldwide president of the Ellesse brand at the Pentland Group.
Jordan suffered a disappointing race in Sunday's British Grand Prix at Silverstone, with Giancarlo Fisi-chella finishing seventh and Takuma Sato failing to finish.
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