America’s Cup Event Authority announced on Tuesday Puma will be its official sportswear partner. The athletic brand also will manage the official online and pop-up fan shops in ports hosting the races.
Puma will act as the exclusive licensee of the event-related sportswear for the America’s Cup Event Authority and America’s Cup Race Management teams. This will include sailing performance gear.
Puma launched into the sailing category in 2008 by developing a line of performance and lifestyle footwear, apparel and accessories. The sportswear produced by Puma for America’s Cup will be made from more sustainable fabrics.
“Together with the America’s Cup, we have a unique opportunity to reach people across the globe and raise awareness of the critical importance of marine preservation,” Antonio Bertone, chief marketing officer for Puma, said in a written statement.
The first of the branded merchandise will be exclusively available to those in attendance at the inaugural America’s Cup World Series, held Aug. 6-14 in Cascais, Portugal.