Aston Martin F1 team sign Stichd merchandising deal

Puma subsidiary to design, produce and distribute merchandise from 2024 season.

The Aston Martin Formula One team has announced a long-term merchandising deal with Stichd, a part of the Puma Group.


  • Stichd will acquire exclusive rights to design, produce and distribute Aston Martin products from the 2024 season
  • Puma subsidiary will also become the team’s official ecommerce partner of the team, securing global distribution rights
  • Fanwear, special-edition collections, team replica apparel and accessories will be available at Stichd-operated fan retail stores during every Formula One race weekend from 2024

Context: With a growing fanbase as the team's on-track performances improve, Stichd will look to support Aston Martin’s engagement goals. For Puma, the deal builds on a previously signed multi-year agreement with Formula One which sees Stichd gain exclusive trackside vending rights at a number of Grands Prix from this season.

Comment: Jefferson Slack, managing director for commercial and marketing at the Aston Martin Formula One team, said: “We really feel the passion and intensity of our fans. This year, we've witnessed huge growth in our audience – particularly as the team's on-track performances have improved.

“A lot of what we do as a team is directed towards surprising and delighting our fanbase. Partnering with Stichd to make official fanwear available to everyone is a fantastic opportunity, and we look forward to working closely with them on next year's first collection.”

Coming next: From the 2024 season, the merchandise will be available for purchase both online on the team’s website and the Fuel for Fans online store, and offline at fan retail stores operated exclusively by Stichd during every Formula One race weekend.

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