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PUMA roars in with new Formula 1 partnership

Formula 1 and PUMA have inked a new multi-year partnership which will see the sport and lifestyle brand produce F1 licensed apparel, footwear and accessories.

In addition, PUMA will also exclusively sell F1 and team merchandise at a number of Grand Prix races.

The deal will see PUMA create a new collection of fanwear for the sport’s rapidly growing and diverse fan base and supply uniforms to all F1 personnel at the circuit from 2024.

As part of the agreement, fans will be able to purchase Formula 1 products on and in PUMA stores worldwide. PUMA subsidiary stichd will have exclusive trackside vending rights to sell Formula 1 licensed products, as well as replica teamwear, fanwear and special edition collections from all 10 teams at fan retail stores at a number of F1 races throughout the season.

“As F1 continues to grow around the world, we have been reaching new fans through exciting collaborations and are seeing the sport enter areas of mainstream culture we have not seen before,” commented Stefano Domenicali, president and ceo at Formula 1. “PUMA has a rich history in motorsport, making them the perfect fit for F1 as we take the sport’s apparel to the next level for fans on the street, drivers in the paddock, and everything else in between.”

Arne Freundt, ceo at PUMA, added: “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. 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.”

Nina Nix, ceo at stichd, continued: “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. No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”

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