Puma Partners with Mercedes GP Petronas

Puma will kick off the New Year with a Formula One partnership.

The Herzogenaurach, Germany-based sports brand announced Wednesday it had entered a multi-year licensing partnership with the Mercedes GP Petronas Formula One team that covers footwear, apparel and accessories.

The agreement will include Puma branding on the team’s 2012 racecar and on race and team product.

The new venture adds to Puma’s existing motorsports division, which the company has called out as an important category for the brand. In addition to its own product, Puma creates co-branded product with Ferrari and Ducati.

“Puma is fully committed to motorsport for the long term, and signing this partnership with the Mercedes GP Petronas team is a major statement for us as a brand,” said Christian Voigt, senior head of global sports marketing at Puma, in a release.

Ross Brawn, team principal for Mercedes GP Petronas, said: “Puma has a long and successful heritage in motorsport and, having worked with them previously in Formula One, I know their technical performance innovations for racewear are among the best in the industry, which is of course critical to our racing operation.”

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