Williams Racing and PUMA forge long-term partnership

We are thrilled to announce a multi-year global partnership with sportswear giant PUMA from the 2024 Formula 1 season.

This exciting collaboration will see PUMA come on board as an Official Partner of Williams Racing, and will see them providing official team kit and driver racewear as well as manufacturing and distributing replica apparel and accessories.

As a global sports brand, PUMA has been at the forefront of athletic innovation for 75 years.

With a rich history in motorsport spanning over two decades and renowned for supplying technical apparel that meets the highest FIA standards for fire protection without compromising on comfort, PUMA has consistently pushed the boundaries of innovation.

With our illustrious heritage that boasts an impressive 16 FIA Formula 1 World Championship titles, 114 race wins and 128 podium finishes, we join forces with PUMA to celebrate a shared passion for motorsport and a vision for the future.

“Williams Racing is honoured to welcome PUMA as an official partner,” Paul Asencio, Chief Revenue Officer, shared.

“PUMA’s dedication to excellence and performance in motorsport perfectly complements our team's values.

“We look forward to bringing the thrill of Formula 1 closer to fans worldwide through an exciting new range of apparel and accessories from 2024 and beyond."

PUMA's partnership with Williams Racing marks a significant milestone in its ongoing journey in the world of Formula 1. Together, we will aim to inspire a new generation of motorsport enthusiasts and showcase the perfect blend of performance and style.

“We are excited to start this new collaboration which is a perfect fit for PUMA with Williams Racing's long-lasting and successful legacy in Formula 1,” Johan Adamsson, PUMA’s Global Director Sports Marketing & Sports Licensing commented.

“The iconic and prestigious attitude of Williams Racing supports and fosters PUMA´s visibility and approach to be the number one sports brand in Motorsport.

“We will supply the best standards of race gear and teamwear to the drivers and team and together with our subsidiary stichd, we will offer replica and fanwear to the avid Williams Racing fans, consumers and motorsport enthusiasts from 2024 onwards.”

PUMA's subsidiary, stichd, will play a pivotal fulfilment role in the partnership. stichd will leverage its global rights to design, produce, and distribute a range of Williams Racing replica apparel and accessories for fans of all ages.

With the support of both PUMA and stichd, Williams Racing replica team kit, special edition team apparel and other Williams inspired items will be distributed trackside at races as well as within selected PUMA stores worldwide, further amplifying the global appeal and reach of the Williams Racing brand.