Puma signs a partnership with Formula 1

Formula 1 and clothing brand PUMA announced on May 4, 2023, the signing of a contract linking the two entities. The contract includes the exclusive rights to sell clothing for F1 fans and for the ten teams on the circuits starting from 2024.

Since the mid-80s, PUMA has created fireproof suits, running shoes, and other high-performance equipment for Formula 1 drivers. Today, PUMA is a partner of several teams: Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team. PUMA has become the most authentic and credible sports brand in the field of motorsports and has the expertise to create the best products for the best drivers and teams in the world, as well as their supporters, said Arne Freundt, CEO of PUMA, in their statement.

Stefano Domenicali, President and CEO of Formula 1, also stated: “As F1 continues to expand globally, we have reached a new audience through great collaborations and we see the sport entering mainstream cultural sectors for the first time. PUMA has a tradition of excellence in motorsport, making them the ideal partner for F1 as we elevate sportswear for fans on the streets, drivers in the paddock, and many others.”

The PUMA subsidiary, “Stichd”, a company specialized in licensed supporter clothing, will exclusively manage the retail stores for supporters during race weekends. These stores will sell licensed Formula 1 products as well as replica clothing created for the teams, supporter clothing, and special edition collections from the ten Formula 1 grid teams and F1 icons.

“Stichd” will set up up to 65 mobile shops present during more than 20 races in 19 different countries, which represents over 4,000 m² of retail space. The shops are made from durable and lightweight materials and can be easily transported from one event to another.

The first PUMA x Formula 1 products will be available in PUMA stores worldwide from February 2024.