F1 strikes exclusive deal with PUMA from 2024 season

PUMA is certainly no unknown name in F1, as it is already currently a partner of Mercedes, Ferrari and Alfa Romeo. It also provides clothing for BMW M Motorsport and Porsche Motorsport. Formula 1 will be added from 2024, when the new deal goes into effect to provide the F1 crew on the track with the right clothing.

"PUMA has become the most authentic and credible sports brand in motorsport and has the expertise to create the best products for the world's leading drivers, race teams and for fans. The influence of motorsport, and F1 in particular, on sports and streetwear culture has grown significantly in recent years. Our new partnership with Formula 1 is an exciting opportunity to further explore this mix of motorsport and lifestyle. PUMA has always been at the intersection of sport and fashion, and we feel we are in the perfect position to translate sports culture into relevant streetwear collections,'' Arne Freudt, CEO of PUMA, reveals in the press release.

PUMA and F1

Formula 1 CEO Stefano Domenicali is also very happy with the new deal. ''As F1 continues to grow globally, we are reaching new fans through exciting collaborations and seeing the sport enter areas of mainstream culture we have not seen before. PUMA has a rich history in motorsport, making them a perfect fit for Formula 1 and allowing us to take sportswear to the next level for fans, drivers, crew in the paddock and everything in between.''

Besides dressing the F1 crew, PUMA will also 'design exciting lifestyle and motorsport collections for fans of the fastest sport in the world'. This contract makes PUMA the supplier of all F1 fanwear and fanwear of all teams around the circuit. These sales will be done through Stichd, the company that is part of the PUMA SE Group.