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.
PUMA will also equip Formula 1 staff and at 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 2024.
PUMA has a long and successful history in motorsport, developing fireproof overalls, race shoes and other high-performance racing gear for F1 drivers since the mid 80s as well as teamwear, fanwear and lifestyle collections for some of the sport’s most successful teams. Today, PUMA is one of the leading providers 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.
The partnership provides PUMA with the opportunity to augment its established dominance in the sport by appealing to a broader fan base, tap into more diverse consumer groups and bring the inspiration of on-track gear to off-track fashion.
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. stichd will operate up to 65 mobile stores at more than 20 races in 19 different countries.
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