PUMA Signs Deal With Formula 1 to Become Official Licensing Partner and Exclusive Trackside Retailer

In a move that is sure to excite Formula 1 fans around the world, PUMA has announced a new collaboration with the sport. The partnership will see PUMA become the official supplier of Formula 1 merchandise, with its subsidiary stichd exclusively operating fan retail stores during race weekends.

According to PUMA, the partnership is designed to take the sport’s apparel to the next level for fans on the street, drivers in the paddock, and everything else in between. stichd will set up to 65 mobile stores at more than 20 races in 19 different countries, covering over 4,000 sqm of sales space.

Speaking about the partnership, Nina Nix, CEO of stichd, said: “Selling fanwear at every F1 race is a fun and challenging project because the conditions at every track are different, from the hillsides of Zeltweg and Spa to the city centers of Monaco and Baku. No matter where the race is held, stichd will create a truly immersive fan experience that goes well beyond selling fanwear.”

The first PUMA x Formula 1 products are set to hit PUMA stores worldwide and PUMA.com starting in February 2024. With F1 continuing to grow around the world, this collaboration is set to bring the sport to an entirely new audience and help it enter areas of mainstream culture it has not seen before.

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