PUMA to launch Formula 1 apparel, footwear and accessories

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

The deal will also see PUMA exclusively sell F1 and team merchandise at a number of Grand Prix races, and supply uniforms to all F1 personnel at the circuit from 2024.

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 ten teams at stores across 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,” said Stefano Domenicali, President and CEO of 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 of 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.”