Rossi’s attention to the details that made his helmets and leathers icons of motorsport have turned into a business. VR46 was founded to follow Rossi’s merchandising from scratch to distribution. Together with Rossi, the company started to produce racing apparel for his very close friend Kevin Schwantz, and from that moment on, the list has grown. Thanks to co-branding activities, VR46 is important to other brands and manufacturers. Rossi surveys the designs and his special taste is always taken into consideration. It’s no wonder that VR46 merchandising has enjoyed such success. From the initial group of five friends, the company now counts 60 people, and the annual sales volume exceeds 20 million euro (approximately $22,589,900). Present in 50 countries, VR46 is a standard setter in the merchandising world, but it’s more than that. The Ranch and the Academy, which currently counts 11 riders, is a vital part of Rossi’s world and an endless source of motivation.