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🏎 The growing popularity of Formula One in the United States reached absolutely new heights last week at the inaugural Las Vegas Grand Prix. Formula One Grands Prix have unique characteristics that makes the events three-day long festivals of sports, fashion, and culture, packed with celebrities of all types. Viewed under that lens, it makes sense that PUMA Group decided to debut a new collection of sneakers and apparel at the 2023 Las Vegas Grand Prix. The headline of this new line is A$AP Rocky, PUMA x F1's new creative director and the leader behind the "Back to Las Vegas" project featuring Scuderia Ferrari and Joshua Vides. For more competitively secure brands like Nike and Adidas, the addition of a new sports-culture-entertainment tentpole event in the US market is less important for them. For Puma, this is likely a strategic bet to position the brand under the aegis of the growing Formula One motorsport in America. As the Sneaker Freaker International article below outlines, the relationship between PUMA and Formula One stretches all the way back to 1984, the first year that a F1 driver wore PUMA sneakers, Tyrrell Racing's Stefan Bellof. Since then, PUMA has been one of the biggest supporters of the sport, building relationships with F1 drivers ranging from Michael Schumacher to Lewis Hamilton and almost all of the major F1 teams. London streetwear brand Palace and Italian streetwear brand Kappa also made a splash at the Las Vegas Grand Prix. With other sports like basketball and football kind of locked down by Nike (and to a lesser extent, Adidas), smaller brands like Puma need to own other US sports markets. Smaller, but faster growing sports will be more likely to take a bet on the smaller, but faster growing footwear brands. https://lnkd.in/e4sP9jxG #lasvegas #puma #palace #formula1 #formulaone #asaprocky #grandprix #kappa

Ferrari (NYSE:RACE) has renewed its partnership with German sports goods maker PUMA Group which will become its premium partner starting from next year. "In the next years Puma will also continue to be the licensing partner for Ferrari-branded products and the supplier of F1 team and racewear for Ferrari," said Arne Freundt, the German group's chief executive. No numbers were revealed in the announcement, which fortuitously came on the day Ferrari won its first F1 race of the season in Singapore, but the deal extends a relationship that started in 2015. Puma provides Ferrari's Formula One team with sportswear, shoes and accessories. "Since 2005, Puma has had the ambition to be the best brand partner for Scuderia Ferrari, " Freundt said. “We have celebrated many successes and the passion for Ferrari with the millions of tifosi [Ferrari fans] worldwide over the past two decades." More at #Proactive #ProactiveInvestors #NYSE #RACE #Ferrari #Car #Race #Puma http://ow.ly/Qchb104UzYm

With the 2024 Season 10 Formula E Championship at the doorstep of the opening race in Mexico it is perhaps interesting to take a look what have happened in the Formula E partnership network. A couple of Formula E remarks: It looks like the series have not been able to keep Heineken, Tag Heuer, Boss, Moet & Chandon and Copper. Hacket Sport is the only new series partner. Tag Heuer and Boss are with Porsche, so both brands are still in Formula E, but still... Not many new partners overall in Formula E and the total number of partners is lower than 2023. TAG Heuer Porsche have the highest number of partners, 15 in total. The majority of the teams have 3-8 partners. I would expect more partners related directly to the EV-industry. Envision Racing presented a new partner on Thursday. British fashion Group Superdry is joining the team as clothing partner. Superdry have had some difficult financial times with the last financial result being 21,7 million negative. It is not unusual that a series starts with a lower number of partners, and new will join when the season get going.

Looking back at PUMA Racing Footwear, which has a strong and successful past with F1 world champions like, Kimi Raikkonen, Michael Schumacher, Max Verstappen, Lewis Hamilton and Nico Rosberg. Did you actually know that since 2014 ALL world champions wore Puma Racing boots except this very last season 2023 making it an almost perfect decade for Puma motorsport footwear? Check out the link below for more history on the Puma racing boots!

Supreme/Ducati Streetfighter V4 S - a great collab....again thanks to my son for this one - As I wrote for the PalaceXKappaXAlpine partnership... When my teenage son asks me questions about my job... I know that there is something cool.   And rightly so, as he mentioned about Supreme and Ducati.   A powerful combination of two iconic brands in their respective worlds. Fashion and two wheels this time, amazing combo. The world of fashion has collided with motorsports quite often recently. And in a BIG way. Proving that it is not a trend that is going away any time soon…   - Palace Skateboards X Kappa X Alpine - PUMA Group x Formula 1 X A$AP Rocky - Joshua Vides X Puma X Scuderia Ferrari - sacai X @AMG - Versace X Lewis Hamilton - Takashi Murakami X FOUR FOUR  ...   The question fashion brands should now be asking themselves is not... ’Should we get into the world of motorsports’? But rather... ↳ "HOW do we get into the world of motorsports? ↳ And ensure we align to the right property, team, driver, brand?" Yes.  There is a lot to consider. On both sides. But the potential is massive, and customers love this collabs. If you reckon your brand is ready to hit the motorsports track... → I know where it can fit in the grid. P.S Fashion and motorsport has always been a perfect match for me. ---------------------------------- Yes or not on this Supreme/Ducati collab? It's a yes for me in terms of mktg 👍

𝐒𝐩𝐞𝐞𝐝 𝐌𝐞𝐞𝐭𝐬 𝐒𝐭𝐲𝐥𝐞: 𝐋𝐞𝐯𝐢’𝐬® 𝐱 𝐌𝐜𝐋𝐚𝐫𝐞𝐧’𝐬 𝐃𝐞𝐛𝐮𝐭 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 The Levi’s® brand has long been a cultural icon, making its mark at sporting events, fashion weeks, music festivals, and art exhibitions. From naming Levi’s® Stadium to creative collaborations like Levi’s® x Starter, the brand’s ties with sports, especially motorsports, have evolved over decades. Exploring Levi’s® in Motorsports For over 50 years, Levi’s® has been intertwined with motorsports. Beginning in the late 1960s and 1970s, the brand ventured into auto racing with advertisements, initiatives, and sponsorship of Formula 1 legend Niki Lauda in the 1970s. In the 2000s, Signature® by Levi Strauss & Co. sponsored NASCAR champion Jimmie Johnson and his brother, Jarit Johnson. The popularity of racing series such as Formula 1, IndyCar, Formula E, Extreme E, and esports has surged, particularly with Formula 1 drawing over six million spectators in 2023 and a diverse global fan base, nearly 40% of whom are women. Introducing Levi’s® x McLaren Racing This week, Levi’s® expands its racing legacy with the debut of the Levi’s® x McLaren Racing Collection, a partnership with the British racing team. The collection pays homage to McLaren Racing’s vintage era and taps into the sport’s growing appeal. This marks Levi’s® first collaboration with keep reading the story: https://lnkd.in/gMPppsNZ Levi Strauss & Co. McLaren Automotive Ltd #fashion #clothing #collection #collaboration #trade #trending

"𝗠𝗼𝘁𝗼𝗿𝘀𝗽𝗼𝗿𝘁𝘀 𝗶𝘀 𝗻𝗼𝘁 𝗶𝗻-𝗹𝗶𝗻𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗼𝗳 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀". 🤦♀️ How many times in the last 15 years I got this answer when offering F1 or MotoGP to brands in the fashion industry… Well, I call bulls**t. And here is why 👇   In the last few weeks alone, the world of fashion has seemingly collided with the world of sport, and specifically motorsports in a BIG way, and it isn’t a trend that is going away any time soon…   - Palace Skateboards X Kappa X Alpine - PUMA Group x Formula 1 X A$AP Rocky - Joshua Vides X Puma X Scuderia Ferrari - sacai X AMG - Versace X Lewis Hamilton - Takashi Murakami X FOUR FOUR   𝗦𝗼, 𝘁𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗻𝗼𝘄 𝗯𝗲 𝗮𝘀𝗸𝗶𝗻𝗴 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀 𝗶𝘀 𝗻𝗼𝘁: "Should we get into the world of motorsport?" But rather: "How do we get into the world of motorsports, and how do we ensure we align ourselves to the right: property, team, driver, brand?" Well funnily enough… I know a bit about that, and my DM is open.   Yes, I’m talking to you: Jacquemus Aimé Leon Dore The North Face, a VF Company Face Carhartt WIP (Work In Progress) NOCTA Stussy, Inc. Off-White …and many more in the industry   𝗣.𝗦. 𝗦𝘁𝗶𝗹𝗹 𝗻𝗼𝘁 𝗰𝗼𝗻𝘃𝗶𝗻𝗰𝗲𝗱 𝘀𝗽𝗼𝗿𝘁𝘀 𝗮𝗻𝗱 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗮𝗿𝗲 𝗮 𝗺𝗮𝘁𝗰𝗵? Well, I'll let you tell that to HUGO BOSS that started sponsoring motorsport in 1975, and sponsored McLaren Racing for 30 years, then Mercedes and now Aston Martin F1 Team, or to Tommy Hilfiger who started sponsoring motorsport in the 70ies passing through Scuderia Ferrari and now Mercedes-AMG PETRONAS Formula One Team…   #fashionmarketing #motosports #formula1 #sportsmarketing

The newly-released streetwear collaboration between the Mercedes-AMG PETRONAS Formula One Team, PUMA Group and the artist Mad Dog Jones is the latest example of the rapidly evolving crossover between Formula 1 and popular culture. The increasing integration of the two is a reflection of the need that the sport has to not only continue attracting younger audiences, but to also keep them engaged by making the sport feel culturally relevant. Over 60 per cent of streetwear consumers are under the age of 25, so there is obvious overlap with the Gen Z audience that F1 has done so well to attract in recent years. Puma are arguably at the forefront of this movement, not only with Mercedes but also F1 themselves, highlighted by A$AP Rocky's debut collection as Creative Director that launched at last year's Las Vegas GP. This is where we also saw the release of the Palace Kappa collaboration with Alpine, a first foray for the streetwear brand into F1, where they join the likes of Palm Angels, UNDEFEATED and Awake NY in having produced bespoke collections. As is often the case, the trend is starting to extend to other series as well. This year's 24 Hours of Le Mans saw a collaboration between the race organiser and iconic streetwear brand Anti Social Social Club, featuring a 20-piece collection, bespoke team kit and helmet, and even an LMP2 custom livery. The link between fashion and motorsport is hardly a new phenomenon, but the evolution that we are seeing towards targeting youth culture and younger consumers demonstrates that it will likely play a bigger role in the future of fan engagement than it ever has before. #f1 #formula1 #motorsport #sponsorship #sportsbiz

Many view the Marlboro and McLaren partnership as a thing of the past. I beg to differ. The failure to recognize the long-term effects of such a partnership is blocking a more nuanced understanding of its game-changing impact. Examining this partnership again, it continues to hold substantial relevance even in the present day. Here’s why. ➡️ 1st sponsorship with British Racing Motors in 1972 (Lasted 2 years). ➡️ 2nd was a sponsorship with Ferrari in 1973 (Major sponsor after 1993). ➡️ 3rd sponsorship with McLaren in 1974 (Lasted 23 years). During Mclaren’s period, nothing stood out more than the Red and White design. They were making significant noise and acquiring new customers because of it’s 👉 Multiple championships 👉 Iconic drivers 👉 Iconic livery Their relationship and iconic livery ended with Mclaren in 1996, but they simply moved to the next team in the paddock with Ferarri. (The subliminal marketing that Ferrari created, I will leave that for another day.) I think their name and design still hold relevance today for three reasons. → Nostalgia → Streetwear culture → Cross-industry appeal One search on Pinterest or Google of Marlboro will send you down a spiral of images of retro jackets and liveries in the red and white design. I mean, I don’t even smoke, but it just looks so cool. The nostalgia associated with the Marlboro-McLaren partnership has fueled a resurgence of interest in retro fashion. Enthusiasts and designers have incorporated elements of the iconic livery into clothing, accessories, and streetwear. Marlboro's influence has transcended the racetrack. It showed us that motorsport could be more than a sport—it could be a lifestyle. Taste, in motorsport and culture, was redefined. Photo by Automobilist & Pinterest. P.S. If you think this is interesting, repost it to your network. #sportsbiz #linkedinsports #fans #motorsports #formula1 #marketing

Running isn’t a cheap sport 🙂 but here is the research I did before buying my race day shoe - Puma Deviate Nitro 2 which I call "Common Man's Carbon shoes" In my article, I share how these factors such as: * Reason for a neutral shoe * Lightweight and Carbon plate * Upper and letting off the fancy colours So here is the link to the article that shares my research before making a decision to buy. https://lnkd.in/gd9ZaYwP Read it when you have time and spread it with your entire world ;) #running PUMA Group