A Legacy of Speed, Reimagined

Puma has been part of the Formula 1 world since 2007, known for its collaborations with iconic teams like Ferrari, Mercedes-AMG Petronas, and Red Bull Racing. Traditionally rooted in technical race gear, Puma’s latest rebrand is a bold, fresh take that syncs perfectly with the sport’s evolving fanbase.

The F1 world is changing - its fanbase is younger, more diverse, and embracing a culture that’s less about rigid traditions and more about fun, personality, and style. Puma’s latest move isn't just about racing; it's about celebrating the vibe of F1's future. It’s about bold colors, fresh designs, and embracing the personalities that make motorsport more than just speed - it’s about style, culture, and expression.

A Rebrand That Speaks to the Grid

Puma isn’t just showing up - they’re making a statement. Their sponsorship of F1 Academy driver Aurelia Nobels is setting a bold new standard in motorsport fashion.

• The Livery: Nobels' 2024 livery is one of the most eye-catching designs on the grid. Pastel pink and purple tones meet bold, pop-art-inspired Puma graphics, creating a vibe that’s fierce and feminine.
• The Race Suit: Her matching suit, with edgy paw-swipe details, isn’t just about aesthetics - it’s about confidence. Owning every inch of the track has never looked this good.

Let’s be real: she’s the best-dressed driver on the grid.

Celebrating 75 Years of Speed and Style

Puma’s rebrand goes beyond the track. Their exclusive Puma x F1 collection celebrates 75 years of racing excellence, blending heritage with modern design.

Key collection highlights include:

• The Woven Racing Jacket: A nod to classic mid-century racing aesthetics but with a sleek, modern edge.
• Water-Repellant Moto Jacket and Pants: Perfect for the track or the street, these pieces are designed for versatility and style.
• Sneaker Game: Classic Puma styles like the Inhale and Suede XL have been given an F1-inspired twist. Fast, fresh, and fierce - just like the sport itself.

This isn’t just fashion; it's adrenaline-fueled style.

Fashion Meets the Fast Lane

Puma’s bold re-entry into F1 fashion couldn’t have come at a better time. With the sport embracing its younger, style-savvy audience, Puma is leading the way with designs that go beyond tradition.

From sponsoring the future of female racing to creating statement pieces that merge performance with personality, Puma is proving they’re not just watching the race - they’re setting the pace.