The merch at F1 races is getting even cooler thanks to its new exclusive licensing partner and trackside retailer, PUMA. The German sportswear giant is bringing a streetwear edge to the Formula 1 scene after being named the official supplier at Formula 1 races. That means, get ready for F1-branded PUMA apparel, footwear and accessories, plus fanwear of all 10 teams.
Since this is PUMA we’re talking about, this new exclusive deal with F1 means they can appeal to the ever-growing fanbase of F1 viewers — and those that just want to tap into the current racing aesthetic that’s driving many collections. Puma promises to bring “on-track gear to off-track fashion” but they’re still creating technical gear too — PUMA will also equip Formula 1 sports officials on the track.
The partnership is an extension of the rich history the brand already has with the sport. After all, PUMA has been making fireproof overalls and race gear for drivers since the ‘80s, along with teamwear, fanwear and lifestyle collections for successful teams. They’ve also worked with partners including Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.
“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,” said Arne Freundt, CEO of PUMA. “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.”
Helping operate the fan retail stores at races will be PUMA’s subsidiary stichd, where shoppers will find team replica, fanwear and special-edition collections from all 10 teams on the Formula 1 grid and F1 legends. Get ready to see up to 65 mobile stores at over 20 races in 19 different countries.
“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,” said Nina Nix, CEO of stichd. “No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”
To kick off the partnership, F1 and PUMA announced the news with a trackside press event and panel on May 4 moderated by Driver & TV Presenter Naomi Schiff. Panelists included Arne Freundt (PUMA CEO), Stefano Domenicali (F1 CEO) and Nina Nix (Stichd CEO), followed by Adam Petrick (PUMA CBO), June Ambrose (PUMA Creative Director of Womens Hoops) and Emory Jones (Roc Nation).
The first PUMA x Formula 1 products will be available at PUMA stores worldwide and puma.com, starting in February 2024.
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