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PUMA Signs Deal with Formula 1

Sports company will become the official licensing partner and exclusive trackside retailer from 2024.

License Global

May 4, 2023

3 Min Read
PUMA and Formula 1 announcement imagery
PUMA and Formula 1 announcement imageryPUMA

PUMA and Formula 1 have signed an agreement that will make PUMA the official supplier at Formula 1 races, granting the brand the right to produce F1-branded apparel, footwear and accessories. PUMA will also equip Formula 1 staff at the track and create Formula 1 fanwear that targets the sport’s audiences with lifestyle and motorsport collections. The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024.

PUMA has a long history in motorsport, developing fireproof overalls, race shoes and other high-performance racing gear for F1 drivers since the 1980s as well as teamwear, fanwear and lifestyle collections. The partnership provides PUMA with the opportunity to appeal to a broader fan base, tap into more diverse consumer groups and bring the inspiration of on-track gear to off-track fashion.

“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,” says Arne Freundt, chief executive officer, PUMA. “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.”

“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,” says Stefano Domenicali, president, chief executive officer, Formula 1. “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.”

PUMA’s subsidiary, stichd, will exclusively operate the fan retail stores during race weekends. These shops will sell Formula 1 licensed products as well as replica teamwear, fanwear and special-edition collections from all ten teams on the Formula 1 grid and F1 legends.

“Selling fanwear 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,” says Nina Nix, chief executive officer, stichd. “No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”

stichd will set up to 65 mobile stores at more than 20 races in 19 countries, equaling more than 4,000 square meters sales of space. The stores are made from durable and lightweight materials, so they can be transported efficiently from one event to the next.

The first PUMA x Formula 1 products will be available at PUMA stores worldwide and PUMA.com, starting in February.

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About the Author(s)

License Global

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