Puma is the new official supplier at Formula 1 races.
The sportswear brand said on Thursday that it has signed an agreement with Formula 1, granting the brand the right to produce F1 branded apparel, footwear and accessories.
As part of the agreement, Puma will also equip Formula 1 staff at track and create Formula 1 fanwear. The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024.
In particular, 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.
Meanwhile, the first Puma x Formula 1 products will hit Puma stores worldwide and Puma.com, starting February 2024.
“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”, said Arne Freundt, CEO of 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.”
The partnership is expected to give Puma the opportunity to augment its established dominance in the sport, which spans a long history in motorsport. In fact, it has developed racing gear for F1 drivers since the mid 80s as well as teamwear, fanwear and lifestyle collections for the sport’s most successful teams.
Today, it is equally the leading provider of race gear and lifestyle collections in Motorsport with partners such as Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.
Stefano Domenicali, president and CEO of Formula 1, added: “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.”
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