How Puma’s F1 deal will help it reach younger and more diverse audience

Formula 1 and Puma recently inked a deal that will make Puma the official supplier at F1 races, granting the brand the right to produce F1-branded apparel, footwear and accessories for both F1 staff at the track and fans. The brand will have the exclusive rights to sell fanwear for all 10 teams around the race circuits starting from 2024 onwards. The story so far Puma has a long and successful history in motorsport, having developed fireproof overalls, race shoes and other high-performance racin

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$6 for the first 30 days. (Auto renews at $30 per month)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
Retailer’s choice

IR Pro - annual

$336 per year. (Auto renews annually.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now