PUMA becomes official supplier of Formula 1
From 2024, all fan clothing will be produced by the German brand, which will thus consolidate its dominance in the paddock
Sports
May 5th, 2023
May 5th, 2023
PUMA and Formula One have signed an agreement that makes PUMA the official supplier of Formula One and grants the brand the right to produce Formula One branded apparel, footwear and accessories. PUMA will also outfit Formula One staff at the track and design Formula One fanwear for various audiences of the sport, thanks to exclusive rights to sell Formula One fanwear and supporters' apparel from all ten teams on the circuit from 2024.
PUMA has a long and successful history in motorsport. Since the mid-1980s, the company has been developing fireproof suits, racing shoes and other high-performance racing gear for F1 drivers, as well as team, fanwear and lifestyle collections for the sport's most successful teams. The company is already a leading supplier of racewear and lifestyle collections in motorsport with partners including Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport. This new deal consolidates its dominance in the paddock.
Formula 1 has grown in popularity in recent years and enjoys an increasingly younger and more diverse fan base, thanks in part to products such as Drive to Survive on Netflix. "The influence of motorsport, particularly Formula 1, on sports and streetwear culture has increased dramatically in recent years. Our new partnership with Formula 1 is an exciting opportunity to further explore this connection between motorsport and lifestyle," said Arne Freundt, CEO of PUMA. "PUMA has always been at the intersection of sport and fashion and we believe we are in the perfect position to translate sports culture into relevant streetwear collections and promote the brand to a young and diverse audience."
Stefano Domenicali, President and CEO of Formula 1, said, "As Formula 1 continues to grow around the world, we have reached new fans through exciting collaborations and are seeing the sport move into areas of mainstream culture we have never seen before. PUMA has a rich history in motorsport so it's a perfect fit for Formula 1 as we take the sport's apparel to the next level for fans on the street, drivers in the paddock and beyond."
