Puma to produce F1 licensed apparel, footwear and accessories from 2024

German sportswear brand Puma and Formula 1 have signed an agreement which will make them official supplier at Formula 1 races, granting the brand the right to produce F1 branded apparel, footwear and accessories.

It was confirmed at the announcement of the deal that Puma will also equip Formula 1 staff and at track and create Formula 1 fanwear.

PUMA SUBSIDIARY STICHD WILL HAVE FAN RETAIL STORES AT SEVERAL F1 RACES THROUGHOUT THE SEASON

The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024, according to Formula 1.com.

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Puma’s history with motorsport stretches back to the 1980s when it developed fireproof race overalls, race shoes and other high-performance racing gear for F1 drivers.

In 2023, the brand offers race gear and lifestyle collections in motorsport with partners such as Mercedes-AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport, according to The Paddock Magazine.

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The partnership provides PUMA with the opportunity to augment its established dominance in the sport by appealing to a broader fan base, tap into more diverse consumer groups and bring the inspiration of on-track gear to off-track fashion.

A subsidiary of Puma, called stichd which produces licensed fanwear as well as legwear, bodywear and swimwear, will exclusively operate the fan retail stores during race weekends.

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These pop up stores will sell Formula 1 licensed products as well as replica teamwear, fanwear, and special edition collections from all ten teams on the Formula 1 grid and F1 legends.

Stichd will operate up to 65 mobile stores at more than 20 races in 19 different countries.

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