Puma has announced a new multi-year partnership with BMW Motorsport, effective from Feb. 1. The new contract calls for the brand to be the exclusive licensee for BMW Motorsport footwear, clothing and accessories, with a distribution focus on Europe and on emerging markets. Puma will also be the official supplier of the BMW racing team for lifestyle clothing and racewear, using its fireproof apparel and covering numerous high-profile events such as the 24hr Nürburgring and the DTM, which BMW is re-entering this year. Puma first partnered with BMW in 2004 through its involvement with the BMW Williams Formula One team, and the relationship continued after BMW bought Sauber F1 and its team was called BMW Sauber 1. It was placed on hiatus after BMW ceased its Formula One activities in 2009.
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