Puma will be the official supplier of Formula 1 (F1), giving it the right to produce apparel, footwear and accessories bearing the F1 logo. The German sports brand will also equip F1 personnel at the race tracks and produce Formula 1 fan apparel. The contract signed between Puma and Formula 1 includes exclusive rights to sell F1 fan wear and fan apparel for all ten teams around the circuit from 2024.
Puma has been developing racing apparel for F1 drivers, as well as team wear, fan wear and lifestyle collections for teams since the mid-1980s. The brand is now a provider of racing apparel and lifestyle collections in motorsports with partners, including Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.
Puma’s subsidiary Stichd, a licensed fan apparel, legwear, bodywear and swimwear company, will exclusively operate the fan stores at race weekends. These will sell F1 licensed products as well as replica teamwear, fanwear and special collections from all ten F1 teams and F1 legends. Stichd will set up as many as 65 mobile stores with a sales area of more than 4,000 sqm at more than 20 races in 19 different countries. The stores are made of durable and lightweight materials, so they can be efficiently transported from one event to the next.
The first Puma x Formula 1 products will be available in Puma stores worldwide and on puma.com from February 2024.
