Ferrari and Puma celebrate 20 year alliance with exclusive Las Vegas Grand Prix collection
Scuderia Ferrari HP and Puma, 20 year anniversary merchandise launch for the Las Vegas Grand Prix is the powerful fusion of motorsport heritage with contemporary lifestyle fashion leveraged for maximum commercial impact. The special merchandise celebrates two decades of successful collaboration by strategically placing the history of the partnership at the centre of most commercial as well as fashion forward race on the Formula One (F1) calendar. A 20 year partnership in high stakes, commercially volatile F1 is highly unusual. The alliance which began in 2005 spans Ferrari’s entire modern era providing a powerful marketing story of trust along with endurance. Puma’s role evolved from being a simple supplier to a premium partner in 2025 which means they are more deeply involved in creative direction and co-branding. This shift reflects a strategic commitment to the future, not just a nostalgic look back.
The collaboration began in 2005 marking a continuous relationship that spans the era from Michael Schumacher’s final years at Ferrari, through Kimi Raikkonen’s title and up to the current line up of Charles Leclerc plus Lewis Hamilton. This longevity is rare in F1 moreover demonstrating a profound mutual trust. With the partnership recently renewed in addition to being elevated in 2024/2025 as Puma moving away from being the official supplier of race gear to a premium partner. This upgrade signifies a deeper financial as well as creative commitment giving Puma greater visibility and more creative control over co-branded initiatives.
Maria Valdes, Chief Product Officer at Puma, articulated the foundational philosophy: “Racing is a relentless pursuit of perfection. For two decades, Puma has been right there with Scuderia Ferrari HP, partnering closely to engineer gear that keeps pace with evolution of motorsport, fusing speed, precision and style. As motorsport evolves – pushing the limits of technology, precision and human performance – we are thrilled to be driving this journey together with Scuderia Ferrari HP.”
Valdes emphasises the role of Puma’s product development highlighting the functional safety critical aspect of their collaboration, not just the marketing. This elevates Puma beyond a simple clothing brand to a technical partner.
Puma’s primary value to Ferrari is the authenticity derived from supplying the actual, technically complex as well as safety critical race gear. This deep technical involvement allows Puma to sell the lifestyle merchandise not as simple fan gear but as an authentic extension of the high performance competitive effort. The 20 year milestone is a powerful marketing assets. It allows the partners to frame the merchandise as a piece of history, celebrating an enduring bond that makes the product more desirable plus collectible than standard seasonal apparel.
The celebration and special collections create a powerful, tangible collection for fans. The ability to wear the “official” gear increases brand loyalty which drivers recurring revenue from the passionate F1 fanbase. With the long term technical partnership ensures a seamless design process for the race car itself. Puma works closely with Ferrari engineers to ensure driver gear integrates perfectly alongside the evolving chassis in addition to cockpit safety systems preventing technical failures or delays often associated with new supplier integrations. The 20 year partnership sets a challenging benchmark for longevity and successful co-branding in F1. Any new team entering the sport or any existing team looking for a new technical partner will benchmark their desired relationship against the deep, multifaceted success of the Ferrari-Puma alliance.
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