Sports activities firm PUMA and Components 1 have signed an settlement to make PUMA the official provider at Components 1 races, granting the model the precise to provide F1 branded attire, footwear and equipment. PUMA will even equip Components 1 employees on the observe and create Formula 1 fanwear that targets the game’s totally different audiences with thrilling way of life and motorsport collections. The contract contains unique rights to promote F1 fanwear and fanwear of all ten groups across the race circuit beginning in 2024.
Click on right here to subscribe to our print edition!
PUMA has a protracted and profitable historical past in motorsport. It has developed fireproof overalls, race sneakers and different high-performance racing gear for F1 drivers for the reason that mid-80s, in addition to staff put on, fanwear and way of life collections for the game’s most profitable groups. In the present day, PUMA is the main race gear and way of life assortment supplier in Motorsport with companions equivalent to Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Workforce Stake, BMW M Motorsport and Porsche Motorsport.
Components 1 has seen a pointy rise in recognition lately, with its fanbase changing into youthful and extra numerous. Cumulative TV audiences have additionally grown to achieve 1.5 billion viewers; race attendance additionally reached document ranges in 2022, with the game rising on social media. The partnership permits PUMA to enhance its established dominance within the sport by interesting to a broader fan base, tapping into extra numerous shopper teams and bringing the inspiration of on-track gear to off-track vogue.
Arne Freundt, CEO of PUMA, commented:
PUMA has turn into probably the most genuine and credible sports activities model in motorsports and has the experience to create the perfect merchandise for the world’s main drivers and groups and its followers. The affect of motorsport, and Components 1 specifically, on sports- and streetwear tradition has considerably elevated in recent times. Our new partnership with Components 1 is an thrilling alternative to discover this mix of motorsports and way of life additional. PUMA has at all times sat on the intersection of sports activities and vogue. We really feel we’re within the excellent place to translate the tradition of the game into related streetwear collections and drive model warmth with a younger, prosperous, and numerous viewers.
Stefano Domenicali, President and CEO of Components 1, mentioned:
As F1 continues to develop worldwide, now we have been reaching new followers via thrilling collaborations and are seeing the game enter areas of mainstream tradition now we have not seen earlier than. PUMA has a wealthy historical past in motorsport, making them the proper match for F1 as we take the game’s attire to the following degree for followers on the road, drivers within the paddock, and the whole lot else in between.
READ MORE: Toto Wolff to teach at Harvard Business School
PUMA’s subsidiary stichd, an organization for licensed fanwear and legwear, bodywear and swimwear, will solely function fan retail shops throughout race weekends. These outlets will promote Components 1 licensed merchandise and reproduction staff put on, fanwear, and particular version collections from all ten groups on the Components 1 grid and F1 legends.
Nina Nix, CEO of stichd, added:
Promoting fanwear at each F1 race is a enjoyable and difficult challenge as a result of the circumstances at each observe are totally different, from the hillsides of Zeltweg and Spa to Monaco and Baku metropolis centres. Irrespective of the place the race is held, stichd will create a really immersive fan expertise past promoting fanwear.
stichd will arrange 65 cell shops at greater than 20 races in 19 nations, equaling greater than 4,000 sqm of gross sales house. The shops are constructed from sturdy and light-weight supplies to be transported effectively from one occasion to the following.
The primary PUMA x Components 1 merchandise shall be obtainable at PUMA shops worldwide and PUMA.com, beginning February 2024.
