The Jerez Circuit was turning 40, and the Andalusian Regional Government wanted to celebrate.
So we chose a legendary milestone from the circuit: when Spanish rider Álex Crivillé lost a race with one lap remaining because of the crowd invading the track to celebrate his victory.

Almost 30 years later, the fans and riders are uniting to apologize to Crivillé with the "Sorry Álex" motorcycle merchandise collection.
It was incredible to see the reception of the collection during the Spanish Grand Prix in Jerez, and even more to see that legendary riders like Pol Espargaró joined the cause.

Definitely, the cherry on top was that Álex Crivillé, accepted the “Sorry Álex” movement and forgave the andalusian fans for the incident.