If you've watched Speedway on television over the last few years, there's a good chance you've found yourself asking one question:
"Where does Scott Nicholls get those shirts?"
The answer is simple: Claudio Lugli.
For many speedway fans, seven-time British Champion and respected TV pundit Scott Nicholls has become almost as well known for his colourful, statement shirts as he is for his incredible achievements on the track. Whether appearing in front of the cameras at Speedway Grand Prix events or representing the sport across television and media appearances, Scott's distinctive style quickly became a talking point among fans.
From Instagram Message to Genuine Friendship
What many people don't know is that the relationship between Scott Nicholls and Claudio Lugli began through a simple connection on Instagram.
What started as a shared appreciation for individuality, personality and standing out from the crowd soon developed into a genuine friendship. Scott visited our showroom in London, spent time with the team, and quickly became part of the wider Claudio Lugli family - we even hosted a whole photoshoot with just him in it!
As our friendship grew, so did our appreciation for the sport of speedway.
Before meeting Scott, we knew the sport. After meeting him, we understood the passion.
Scott opened our eyes to the incredible culture, loyalty and community that exists within speedway. The fans, the stories, the history, the rivalries and the personalities all inspired us to create something special.
Bringing Speedway to Claudio Lugli
Scott didn't just wear Claudio Lugli shirts.
He helped introduce Claudio Lugli to an entirely new audience.
As a commentator and pundit, his on-screen appearances regularly sparked conversations among viewers about the shirts he was wearing. Speedway fans began recognising the brand and asking where they could get the same designs for themselves. His appearances helped establish Claudio Lugli as a familiar name within the speedway community.
Over time, Scott became one of the most recognisable ambassadors for the brand, proudly wearing Claudio Lugli at race meetings, television appearances and speedway events across the UK and beyond.
The Speedway Collection
Inspired by Scott and the sport he loves, Claudio Lugli launched a dedicated Speedway Collection.
The collection featured designs celebrating the sights, colours and atmosphere of dirt-track racing, including fan favourites such as the Vintage Speedway Shirt and the King of Clay Speedway Shirt. Several of the designs were modelled by Scott himself and developed with his input and inspiration.
One of the standout pieces remains the King of Clay Speedway Shirt, a design created in collaboration with Scott and inspired by the sport's iconic dirt-track heritage. The shirt became an instant favourite among speedway supporters and collectors alike.
A Style That Became a Talking Point
Speedway fans are passionate, and they notice everything.
Over the years, Scott's Claudio Lugli shirts became a regular talking point across social media and within the speedway community. Fans frequently commented on his colourful wardrobe choices, with many seeking out the same designs for themselves. His association with the brand became so strong that his shirts became almost as recognisable as his role in the commentary box.
Whether it was a vibrant bicycle print, a motorsport-inspired design or one of the exclusive Speedway Collection pieces, Scott consistently showed that personality and style belong in speedway just as much as speed and bravery.
More Than a Customer
Today, Scott Nicholls remains much more than a customer.
He's a close friend of the brand, a valued collaborator and someone who played a huge role in introducing Claudio Lugli to thousands of speedway fans around the world.
His passion for the sport inspired an entire collection, his television appearances helped bring our shirts to a wider audience, and his friendship continues to be something we're incredibly proud of.
So next time you see Scott Nicholls on your television screen wearing one of his famous shirts, you'll know exactly where it came from.
Claudio Lugli. Designed to stand out. Just like Scott.