Formula One teams up with PUMA

PUMA has inked a multi-year partnership agreement with Formula One. Joining as an Official F1 Provider, PUMA will produce F1-licensed apparel, footwear and accessories as well as exclusively sell F1 and team merchandise at a number of Grands Prix. 

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The partnership will have PUMA working on creating a fan wear collection and also supply uniforms to all Formula One personnel from 2024. Fans will also be able to buy F1 products on the PUMA website and offline stores worldwide.

stichd, a PUMA subsidiary, will have “exclusive trackside vending rights to sell Formula 1-licensed products as well as replica teamwear, fan wear and special edition collections from all ten teams at fan retail stores at a number of F1 races throughout the season” as part of the agreement between F1 and PUMA.

Stefano Domenicali, President & CEO of Formula One, said:

“As F1 continues to grow around the world, we have been reaching new fans through exciting collaborations and are seeing the sport enter areas of mainstream culture we have not seen before. PUMA has a rich history in motorsport, making them the perfect fit for F1 as we take the sport’s apparel to the next level for fans on the street, drivers in the paddock, and everything else in between.“

Arne Freundt, CEO of PUMA, said:

“PUMA has become the most authentic and credible sports brand in motorsports and has the expertise to create the best products for the world’s leading drivers and teams as well as for its fans. The influence of motorsport, and Formula 1 in particular on sports – and streetwear culture has significantly increased in recent years. Our new partnership with Formula 1 is an exciting opportunity to further explore this blend of motorsports and lifestyle. PUMA has always sat at the intersection of sports and fashion, and we feel we are in the perfect position to translate the culture of the sport into relevant streetwear collections and drive brand heat with a young, affluent, and diverse audience.“

Nina Nix, CEO of stichd, added:

“Selling fan wear at every F1 race is a fun and challenging project because the conditions at every track are different, from the hillsides of Zeltweg and Spa to the city centers of Monaco and Baku. No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.“