McLaren have officially announced a new strategic partnership with Puma, a historic sponsor of Ferrari, which becomes the team’s official kit partner through a wide-ranging multi-year agreement. The deal represents one of the most significant steps in recent years on the commercial front and in terms of brand identity for the Woking-based outfit.
The collaboration will not be limited to Formula 1 alone. Puma will be responsible for producing the official apparel for all activities under the McLaren Racing brand. The German company will design and supply the kit for the McLaren Formula 1 Team, the Arrow McLaren IndyCar Team, both McLaren entries in F1 Academy, and the McLaren F1 Sim Racing Team. From 2027, the agreement will also extend to the McLaren United AS WEC Hypercar Team.
This therefore represents a truly cross-category partnership, designed to unify image, style and sporting identity across all championships in which McLaren is involved.
Puma to dress McLaren alongside Ferrari
McLaren Racing CEO Zak Brown underlined the strategic value of the agreement, highlighting the global growth of Formula 1 and the increasingly central role of lifestyle within the sport. “Our sport is in an incredible place right now, and it has been fantastic to see major fashion and lifestyle brands looking for deep and authentic ways to engage with our rapidly growing global audience,” said Brown.
The American executive then explained why Puma represents the ideal partner for McLaren. “I can’t think of a better partner than Puma to help us unlock the full potential of our fan wear offering. We know that fans want to express their passion for our sport both at the track and away from the circuits, and Puma’s innovative approach to design and culture will deliver exciting collections and experiences around the world.”
The agreement also includes the creation of a Replica Collection. These items will faithfully reproduce the apparel worn by drivers and team members, making it available for fans to purchase. Alongside the replica range, Puma will also develop a dedicated Lifestyle Collection, designed to bring the McLaren brand into everyday life, beyond the purely sporting context.
Puma CEO Arthur Höeld also commented on the deal, stressing the brand’s long-standing connection with motorsport. “At Puma, we are very proud of our long and rich history in motorsport, having worked with some of the greatest drivers and teams over the past decades,” said Höeld.
The executive then emphasized the significance of the new partnership. “It is a great honor to write the next chapter by welcoming McLaren Racing, the 2025 Constructors’ and Drivers’ Champions, as our new partner.” The agreement therefore marks the beginning of a new phase for both parties, combining performance, style and identity in a project designed to last over time.
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