PUMA and Formula 1 have signed an agreement that will make PUMA the official supplier at Formula 1 races, granting the brand the right to produce F1-branded apparel, footwear, and accessories.
The German brand will also equip Formula 1 staff at the track and create Formula 1 fanwear that targets the sport’s different audiences with exciting lifestyle and motorsport collections. The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting in 2024.
PUMA has a long and successful history in motorsport. It has developed fireproof overalls, race shoes, and other high-performance racing gear for F1 drivers since the mid-80s as well as team wear, fanwear, and lifestyle collections for the sport’s most successful teams. It continues to be 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.
PUMA’s subsidiary stichd, a company for licensed fanwear as well as legwear, bodywear and swimwear, 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.
The first PUMA x Formula 1 products will be available at PUMA stores worldwide and PUMA.com, starting February 2024.
Share your thoughts on this article and join the conversation on Twitter or Facebook.
