As I was reading through the comments, I am beginning to change my position about the cross branding of BMW x KITH. From a business perspective it made sense to broaden the appeal of the BMW M brand to those people outside of the core group and reach out to enthusiasts or the younger generation that like "hype" luxury clothing. BMW probably wanted to test the market and see if it was a success. And it proved to be one considering that all of the 'hype' KITH M4 competitions sold out and also all of the KITH x BMW merchandise and clothing in just a matter of days!!
You can expand your customer base to core and enthusiasts. Just make sure that you stay true to the core product. It was a good thing that BMW did not market this car or the clothing line at their dealerships or
www.bmw.com.