Sports apparel giant PUMA and Formula 1 have recently announced a landmark partnership that will see PUMA become the official supplier for Formula 1 races and events. The contract will grant PUMA exclusive rights to produce F1 branded apparel, footwear, accessories as well as teamwear and fanwear for the ten teams on the Formula 1 grid. The partnership is a big win for PUMA, who have a long and successful history in motorsport.

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 agreement also provides PUMA with an opportunity to expand their reach in the sport and to target new, more diverse consumer groups. Freundt added: “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.” Stefano Domenicali, President and CEO of Formula 1, 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.”

To further enhance fan engagement and experience, PUMA’s subsidiary stichd will exclusively operate the fan retail stores during race weekends. Nina Nix, CEO of stichd, said: “Selling fanwear at every F1 race is a fun and challenging project because the conditions at every track are different. No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”

The first PUMA x Formula 1 products will be available at PUMA stores worldwide and PUMA.com, starting February 2024. This partnership is sure to bring the excitement of Formula 1 to a new generation of fans and appeal to both motorsport enthusiasts and streetwear aficionados.

Key Takeaways:

–PUMA and Formula 1 have signed an agreement to make PUMA the official supplier at Formula 1 races

–The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024

–PUMA has a history in motorsports, providing race gear and lifestyle collections for F1 drivers

–The partnership provides PUMA with the opportunity to appeal to a broader fan base and tap into more diverse consumer groups

–stichd will exclusively operate the fan retail stores during race weekends and set up mobile stores at more than 20 races in 19 countries

–The first PUMA x Formula 1 products will be available in PUMA stores and online in February 2024.