The sportswear manufacturer PUMA and Formula 1 have announced a multi-year relationship that will make PUMA the official supplier at Formula 1 races and give the company the right to create F1-branded clothing, accessories, and footwear.
Additionally, PUMA will provide equipment for Formula 1 track personnel and design fan gear for the sport’s various demographics. Beginning in 2024, the arrangement grants exclusive rights to sell F1 fanwear and fanwear from each of the ten racing teams wherever on the racecourse.
Fans will be able to buy Formula 1 merchandise as part of the agreement on PUMA.com and at PUMA stores all around the world. In addition to replica teamwear, fanwear, and limited edition collections from all ten teams, PUMA subsidiary stichd will have exclusive trackside vending rights to sell Formula 1 licenced products at certain F1 events during the season.
Stichd will set up 65 mobile stores, totaling more than 4,000 square metres of sales space, at more than 20 events in 19 different countries. The stores can be moved easily from one event to the next because they are constructed of strong and lightweight materials.
Stefano Domenicali, President and CEO of Formula 1, said, “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.”
