Williams Racing and Puma Forge Long-Term Partnership

Williams Racing is 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 onboard as Official Partner of Williams Racing, which 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, and will provide a full teamwear service to Williams. 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. 

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

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

PUMA’s subsidiary, stichd, will also 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.

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

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