PUMA, Formula One Signs Multi-Year Licensing Deal

PUMA SE and Formula One have signed a licensing deal that will make the German athletic and casual footwear, apparel manufacturer the official partner and exclusive provider of uniforms, racing gear, and other lifestyle collections.

Formula One, the highest class of international racing for open-wheel single-seater formula racing cars, agreed to a multi-year partnership with PUMA. The footwear and sports apparel maker will now be F1’s official supplier in the motor-racing championship events.

With the collaboration, PUMA will also be granted the rights to make Formula 1-branded accessories, sportswear, and footwear. The German company will also supply the uniforms of F1 staff at the track. Fans can expect new lifestyle and motorsport collections featuring designs that will surely attract the sport’s audiences.

Moreover, it was revealed that all 10 teams of the Formula One are covered in the deal with PUMA. Thus, it will be the sole creator of fanwear and other items featuring each team. The sale of the items will start worldwide in February 2024.

Stichd, a subsidiary of PUMA, is set to exclusively operate the retail stores for the branded items during racing events. The shops will sell licensed products of the Formula 1 brand along with some imitation team wear and fanwear.

“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,” PUMA’s chief executive officer, Arne Freundt, said in a press release. “The influence of motorsport, and Formula 1 in particular, on sports- and streetwear culture has significantly increased in recent years.”

She added, “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.”