Sports company PUMA and Formula 1 have signed an agreement whereby PUMA will become the Official Supplier to Formula 1 races and will give the brand the right to manufacture Formula 1 apparel, footwear and accessories. In addition, PUMA will outfit the Formula 1 employees at the race track and design Formula 1 fanwear that appeals to the different target groups with attractive lifestyle and motorsport collections. The contract includes the exclusive rights to sell fanwear for Formula 1 and all ten teams around the race track from 2024.
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Sports company PUMA and Formula 1 have signed an agreement which will make PUMA the official supplier at Formula 1 races, granting the brand the right to produce F1 branded apparel, footwear and accessories. (Graphic: Business Wire)
PUMA has a long and successful tradition in motorsport. Since the mid-1980s, the company has been developing fireproof overalls, racing shoes and other high-performance racing clothing for F1 drivers, as well as team, fan and lifestyle collections for the most successful teams in motorsport. Today, PUMA is the leading provider of racing apparel and lifestyle collections in the motorsport segment with partners such as Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.
In recent years, Formula 1 has grown in popularity while its fanbase is becoming younger and more diverse. At the same time, cumulative TV viewership has risen to 1.5 billion. The 2022 race attendance also hit a new record and the sport continues to grow on social media. The partnership offers PUMA the opportunity to extend its established dominance in sport by appealing to a broader fanbase, targeting more diverse audiences and bringing the inspiration of sportswear to off-track fashion.
“PUMA has risen to become the most authentic and credible sports brand in motorsport and brings the necessary know-how to develop the best products – both for the world’s leading drivers and teams and for the fans,” said Arne Freundt, CEO at PUMA . “The influence of motorsport – especially Formula 1 – on sports and streetwear culture has increased significantly in recent years. Our new partnership with Formula 1 is a fascinating opportunity to further explore this mix of motorsport and lifestyle. Since PUMA has always been active at the interface between sport and fashion, and we are in the best position to translate the culture of sport into relevant streetwear collections and to convince a young, affluent and diverse audience with the brand.”
Stefano Domenicali, President and CEO of Formula 1, said: “As Formula 1 continues to grow around the globe, we are reaching new fans through exciting collaborations and seeing the sport erupt into new areas of mainstream culture. PUMA looks to a has a long heritage in motorsport making it the perfect choice for Formula 1 as we take sportswear to the next level for fans on the road, drivers and everything in between.”
The PUMA subsidiary stichd, a company for licensed fan clothing as well as legwear, bodywear and swimwear, will operate the fan shops exclusively on the race weekends. Formula 1 licensed products as well as replicas, fan articles and special collections of all ten Formula 1 teams and F1 legends are offered there.
“Selling fan clothing at F1 races is an exciting and challenging project as the conditions at each track are different, from the slopes of Zeltweg and Spa to the city centers of Monaco and Baku,” reports Nina Nix, CEO at stichd . “No matter where the race takes place, stichd will create a true fan experience that goes well beyond selling fan apparel.”
stichd will set up up to 65 mobile stores with a sales area of more than 4,000 square meters for more than 20 races in 19 different countries. The stores are made from durable, lightweight materials so they can be easily transported from one event to the next.
From February 2024, the first PUMA x Formula 1 products will be available in PUMA stores worldwide and on PUMA.com.
PUMA
PUMA is one of the leading sports brands in the world. It designs, develops, markets and sells shoes, textiles and accessories. For 75 years, PUMA has relentlessly advanced sport and culture by developing fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as football, running and training, basketball, golf and motorsports. In collaboration with renowned designers and brands, PUMA brings sports influences to street culture and fashion. The PUMA Group includes the brands PUMA, Cobra Golf and stichd. The company sells its products in more than 120 countries, employs around 20,000 people worldwide and has its headquarters in Herzogenaurach/Germany.
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