PUMA to become Official F1 Provider in new multi-year partnership

Formula 1 and PUMA have today announced a multi-year partnership that will see the sport and lifestyle brand produce F1 licensed apparel, footwear and accessories and will exclusively sell F1 and team merchandise at a number of Grand Prix races.

Since the mid-1980s, PUMA has pioneered motorsport clothing, developing fireproof overalls, race shoes and other high-performance racing gear, as well as teamwear, fan wear and lifestyle collections for some of the leading teams in motorsport. This partnership will make PUMA an official supplier at Formula 1 races, granting the brand the right to produce F1 branded apparel, footwear and accessories.

The deal will see PUMA create a new collection of fanwear for the sport’s rapidly growing and diverse fan base and supply uniforms to all F1 personnel at the circuit from 2024. As part of the deal, fans will be able to purchase Formula 1 products on PUMA.com and in PUMA stores worldwide. PUMA subsidiary stichd will have exclusive trackside vending rights to sell Formula 1 licensed products as well as replica teamwear, fanwear and special edition collections from all ten teams at fan retail stores at a number of F1 races throughout the season.

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.”

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 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.”

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, from the hillsides of Zeltweg and Spa to the city centers of Monaco and Baku. No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”