F1 signs multi-year Puma supply deal

Brand to produce F1 licensed apparel, footwear, and accessories.

Formula One has signed a multi-year supplier deal with sportswear giant Puma.


  • Brand to create a new collection of apparel for the sport's diverse fanbase
  • Puma also has exclusive trackside vending rights for Formula One and team merchandise at a number of Grand Prix races through its subsidiary Stichd
  • German company to supply uniforms to all Formula One personnel at the circuit from 2024
  • Formula One products will also be available to purchase on the Puma website and stores worldwide

Context: Puma becomes the fourth official provider with a Formula One contract, following in the footsteps of a similar deal with AlphaTauri, the Red Bull-owned brand responsible for dressing the Formula One team, including senior staff and Formula One presenters.

Comment: Stefano Domenicali, president and chief executive of Formula One, said: “As Formula One 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. Puma has a rich history in motorsport, making them the perfect fit for Formula One 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.”

Coming next: The full list of circuits where Puma will be selling through its subsidiary Stichd has not been revealed, but a statement from Nina Nix, chief executive of Stichd, revealed that the company will be there “from the hillsides of Zeltweg and Spa to the city centers of Monaco and Baku”.

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