PUMA |  formula 1 |  partnership

PUMA | formula 1 | partnership

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Sports activities firm PUMA and System 1 have signed an settlement to make PUMA the official provider of System 1 racing, giving the model the appropriate to fabricate F1 branded clothes, sneakers and equipment. PUMA may even equip its System 1 employees on the monitor and formula 1 fanwear focusing on totally different audiences of sports activities with its thrilling way of life and motor sports activities collections. The contract consists of the unique rights to promote F1 fits and fan fits of ten groups on the racetrack from 2024.

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PUMA has an extended and profitable historical past in motorsport. Because the mid-80s, he has developed fireproof overalls, racing sneakers and different high-performance racing gear for F1 drivers, in addition to teamwear, fanwear and way of life collections for the game’s most profitable groups. At the moment, PUMA is the main supplier of racing gear and way of life collections in Motorsport, with companions resembling Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Staff Stake, BMW M Motorsport and Porsche Motorsport.

System 1 has seen a pointy rise in recognition lately as its fan base has change into youthful and extra numerous. Cumulative TV viewers additionally grew to 1.5 billion viewers; Race participation additionally reached file ranges in 2022 as the game grew on social media. The partnership permits PUMA to extend its established dominance within the sport by interesting to a wider fan base, connecting with a extra numerous client group, and bringing the inspiration of on-track gear to off-track trend.

PUMA CEO Arne Freundt stated:

PUMA has change into probably the most genuine and trusted sports activities model in motorsport and has the experience to create the very best merchandise for the world’s main drivers, groups and followers. The affect of motorsports, and particularly System 1, on sports activities and streetwear tradition has elevated considerably in recent times. Our new partnership with System 1 is an thrilling alternative to additional discover this mixture of motorsport and way of life. PUMA has all the time been on the intersection of sport and trend. We imagine we’re in a wonderful place to switch sports activities tradition to related streetwear collections and to extend model pleasure amongst a younger, rich and numerous viewers.

System 1 President and CEO Stefano Domenicali stated:

As F1 continues to develop all over the world, we’re reaching new followers by means of thrilling collaborations and seeing the game enter mainstream cultural areas we’ve not seen earlier than. PUMA has a wealthy historical past in motorsport, making them the proper match for F1 as we take sportswear to the subsequent degree for followers on the road, riders within the paddock and all the things else in between.

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PUMA’s subsidiary stichd, a licensed fanwear and legwear, bodywear and swimwear firm, will function fan-only retail shops throughout race weekends. These shops will promote System 1 licensed merchandise and duplicate crew attire, fan attire and particular version collections from all ten groups and F1 legends on the System 1 grid.

Nina Nix, CEO of stichd, added:

Promoting fan clothes at each F1 race is a enjoyable and difficult undertaking, as circumstances are totally different on each monitor, from the slopes of Zeltweg and Spa to town facilities of Monaco and Baku. Wherever the race is held, stichd will create a very immersive fan expertise past simply promoting fan gear.

stichd will arrange 65 cellular shops, equal to greater than 4,000 sq. meters of gross sales space, in additional than 20 races in 19 international locations. Outlets are made from sturdy and light-weight supplies to allow them to be moved effectively from one occasion to the subsequent.

The primary PUMA x System 1 merchandise will probably be accessible in PUMA shops worldwide and on PUMA.com from February 2024.

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