Following the deal, Puma has been named the official supplier of the motor racing event, starting in 2024.
As per the partnership, the sports apparel entity will provide uniforms to all the F1 personnel at each race.
The company will create several F1-licenced clothing, accessory, and footwear collections. Additionally, it will be granted the sole right to sell F1-related and team-specific merchandise at several grand prix.
The fans will also be able to purchase F1 merchandise via Puma.com and physical Puma locations across the world.
Stitchd, the subsidiary of Puma, will be involved in the creation of exclusive “trackside vending rights” for the F1-licenced products, including the replica team wear, fanwear, and special edition collections, from all 10 F1 teams.
Stefano Domenicali, F1 President and Chief Executive, said, “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, Chief Executive at Puma, said, “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.”
Founded in 1948, and currently headquartered in Herzogenaurach, Germany, Puma is a German sports and athleisure company that develops a wide range of sports clothes, shoes, and accessories. The company was founded by Rudolph Dassler.