Consolidating its association with motorsports, Puma has signed a long-term deal to become Formula 1's exclusive partner for trackside retail merchandise as of the 2019 season. To this end, the company may now design and produce products with the Formula 1 brand or the brand of any of the 10 Formula 1 teams. Its stands and superstores will be present in 17 of this year's 21 Grands Prix races. Moreover, with its fully-owned subsidiary Branded, Puma will be retailing merchandise and accessories from Formula 1's consumer products licensees, such as the videogame maker Codemasters and the Japanese apparel company A Bathing Ape. Branded already distributes Puma's replica merchandise for the Formula 1 teams Scuderia Ferrari, Mercedes-AMG Petronas Motorsport, Aston Martin Red Bull Racing and Rich Energy Haas. Puma made its entry into Formula 1 in 1999 and supplies apparel to some of its teams as well as to the motorsport divisions of BMW and Porsche in other racing series.

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