PUMA races into the fast lane as it secures an exclusive partnership with Formula 1, becoming the official supplier for the premier motorsport discipline.
With the opportunity to create clothing, footwear, and accessories featuring Formula 1 branding, this collaboration will fuel the passions of motorsport enthusiasts around the globe.
As the premier motorsport discipline experiences a surge in popularity, PUMA and Formula 1 have entered into a groundbreaking agreement. PUMA will be the official supplier for Formula 1 races, allowing the brand to create exclusive clothing, footwear, and accessories for the sport. This partnership will also see PUMA outfit Formula 1 staff and create clothing for fans, targeting different audiences and further expanding their reach in the racing world.
PUMA’s history in motorsport dates back to the mid-80s, developing fire-resistant suits, racing shoes, and high-performance equipment for F1 drivers. Over the years, PUMA has established itself as a leading supplier in motorsport, partnering with renowned teams such as Mercedes-AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport, and Porsche Motorsport.
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The partnership with Formula 1 comes as the sport enjoys growing popularity, attracting younger and more diverse fans. Cumulative television audiences have reached 1.5 billion viewers, with record-breaking race attendance in 2022 and increasing growth on social media. This collaboration presents PUMA with the perfect opportunity to strengthen its dominant position in motorsport, attract a broader fan base, and extend racing-inspired designs into the fashion world.
Arne Freundt, CEO of PUMA, emphasizes the brand’s unique position in motorsport, stating that, “PUMA has become the most authentic and credible sports brand in the field of motorsport, simply because it has the expertise to create the best products for the best drivers and the best teams in the world… but also for their fans.” Freundt further highlights the influence of motorsport on sports culture and streetwear, expressing confidence in PUMA’s ability to deepen the connection between the two worlds.
Stefano Domenicali, President and CEO of Formula 1, shares Freundt’s enthusiasm, acknowledging the sport’s growing global reach and the role of passionate collaborations in its success. “PUMA has a rich history in motorsport, making it the ideal partner for F1. It’s up to us to take it to new heights, ensuring that our sport’s clothing appeals to fans on the street, drivers in the paddock… and everyone else,” says Domenicali.
stichd, a PUMA subsidiary, will manage retail stores for fans during race weekends, offering licensed Formula 1 products, team apparel replicas, and special edition collections. Nina Nix, CEO of stichd, is excited about the challenge of creating a unique, immersive experience for fans at each circuit, going beyond just selling fan apparel.
With plans to operate up to 65 mobile stores at over 20 races in 19 different countries, stichd aims to provide more than 4,000 square meters of sustainable, lightweight retail space that can be efficiently transported between events. Fans can eagerly anticipate the first PUMA x Formula 1 products, which will be available soon in PUMA stores worldwide and on PUMA.com.
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