The Aston Martin Formula 1 team announced on Tuesday a new long-term partnership with renowned sportswear brand PUMA.
PUMA joins Aston Martin as its Official Sportswear, Athleisure, and Technical Gear Partner, with the collaboration set to commence in the 2025 season.
As well as the PUMA branding appearing on the Aston Martin AMR25 2025 F1 car, the Silverstone-based squad will see its drivers and personnel kitted out in high-performance racewear and footwear produced by the German sportswear brand.
“We are excited to welcome PUMA to the Aston Martin Aramco family,” said Aston Martin Executive Chairman Lawrence Stroll.
“This partnership celebrates our shared drive for innovation, speed, and precision – values that resonate with fans around the globe.
“Together, we are shaping a new way for fans to connect with our team, and we are excited to see how this collaboration comes to life in 2025.”
Arne Freundt, CEO of PUMA added: “Partnering with the Aston Martin Aramco Formula One® Team marks a significant milestone in our long-standing history of motorsport.
“Just like the team, PUMA is committed to advancing the sport through cutting-edge innovations.
“We are excited to support Aston Martin Aramco’s success by providing high-performance racewear, and to inspire the team’s fans with premium products and compelling stories from the world of motorsports.”
PUMA is already well known in F1 circles, having engaged in a multi-year partnership with the series in 2023.
Moreover, PUMA has partnerships with F1 Academy as well as the Mercedes, Ferrari, Williams and Sauber F1 teams.
Aston Martin builds on PUMA deal with further partnerships
Aston Martin has also recently announced a high-tech racing simulator, built in partnership with Memento exclusives.
The state-of-the-art virtual F1 racing tool commemorates Fernando Alonso’s 400th Grand Prix, which the Spaniard celebrated in Mexico City last month.
“This is a really exciting collaboration with our partner Memento Exclusives, bringing the world of Formula One to life for sim racers, collectors and our fans alike,” said Aston Martin’s Head of Licensing and Merchandise Matt Chapman.
“The look and feel of the motion simulator makes it an immersive experience and the addition of movement builds upon the previous simulators we have collaborated on together.”
The limited numbers of the Aston Martin simulators are available via f1authentics.com or Memento Exclusives’ private sale service.
In addition, Aston Martin announced on Thursday a multi-year partnership with Xerox, commencing in 2025.
Xerox will help the team on and off the race track with digital technology functions including managed print services, augmented reality for remote assistance at the track and marketing insights.
Before the partnership kicks off in full, Xerox branding will feature on the Aston Martin AMR24 at the Las Vegas Grand Prix.
“Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency,” said Aston Martin’s Managing Director of Commercial and Marketing Jefferson Slack.
“We are excited to work with Xerox and leverage their expertise to enhance our team’s digital operations. As we push the boundaries of performance, this partnership will drive us forward.”
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