Sports firm PUMA and Formula 1 have signed an settlement to make PUMA the official provider at Formula 1 races, granting the model the appropriate to supply F1 branded attire, footwear and equipment. PUMA can even equip Formula 1 employees on the observe and create Formula 1 fanwear that targets the game’s totally different audiences with thrilling life-style and motorsport collections. The contract contains unique rights to promote F1 fanwear and fanwear of all ten groups across the race circuit beginning in 2024.
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PUMA has a protracted and profitable historical past in motorsport. It has developed fireproof overalls, race footwear and different high-performance racing gear for F1 drivers because the mid-80s, in addition to crew put on, fanwear and life-style collections for the game’s most profitable groups. Today, PUMA is the main race gear and life-style assortment supplier in Motorsport with companions corresponding to Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.
Formula 1 has seen a pointy rise in recognition not too long ago, with its fanbase turning into youthful and extra various. Cumulative TV audiences have additionally grown to succeed in 1.5 billion viewers; race attendance additionally reached file ranges in 2022, with the game rising on social media. The partnership permits PUMA to enhance its established dominance within the sport by interesting to a broader fan base, tapping into extra various client teams and bringing the inspiration of on-track gear to off-track trend.
Arne Freundt, CEO of PUMA, commented:
PUMA has develop into probably the most genuine and credible sports activities model in motorsports and has the experience to create the most effective merchandise for the world’s main drivers and groups and its followers. The affect of motorsport, and Formula 1 particularly, on sports- and streetwear tradition has considerably elevated lately. Our new partnership with Formula 1 is an thrilling alternative to discover this mix of motorsports and life-style additional. PUMA has at all times sat on the intersection of sports activities and trend. We really feel we’re within the good place to translate the tradition of the game into related streetwear collections and drive model warmth with a younger, prosperous, and various viewers.
Stefano Domenicali, President and CEO of Formula 1, stated:
As F1 continues to develop worldwide, we’ve been reaching new followers by way of thrilling collaborations and are seeing the game enter areas of mainstream tradition we’ve not seen earlier than. PUMA has a wealthy historical past in motorsport, making them the proper match for F1 as we take the game’s attire to the subsequent degree for followers on the road, drivers within the paddock, and every thing else in between.
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PUMA’s subsidiary stichd, an organization for licensed fanwear and legwear, bodywear and swimwear, will completely function fan retail shops throughout race weekends. These outlets will promote Formula 1 licensed merchandise and reproduction crew put on, fanwear, and particular version collections from all ten groups on the Formula 1 grid and F1 legends.
Nina Nix, CEO of stichd, added:
Selling fanwear at each F1 race is a enjoyable and difficult undertaking as a result of the circumstances at each observe are totally different, from the hillsides of Zeltweg and Spa to Monaco and Baku metropolis centres. No matter the place the race is held, stichd will create a really immersive fan expertise past promoting fanwear.
stichd will arrange 65 cellular shops at greater than 20 races in 19 nations, equaling greater than 4,000 sqm of gross sales house. The shops are created from sturdy and light-weight supplies to be transported effectively from one occasion to the subsequent.
The first PUMA x Formula 1 merchandise shall be obtainable at PUMA shops worldwide and PUMA.com, beginning February 2024.
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