In 2019, PUMA Motorsport continued successfully on its path to bring the race track to the street by introducing exclusive apparel and next-level performance footwear for drivers and fans alike.
We also set out on a mission to widen our Motorsport audience and attract new consumer groups such as the gaming scene.
We launched an entirely new shoe innovation, the Hi OCTN, which features an outsole and midsole inspired by rugged off-road tires to deliver grip and performance. We used this style to venture off to attract new consumer groups – in this case gamers. For the Hi OCTN x NFS, which came in an entirely new silhouette, we collaborated with Need for Speed, one of the most credible partners and iconic racing games on the planet. Gamers were able to customize their character to wear the Hi OCTN x NFS in the game, offering a perfect interaction between the product and the target group.
Events, Social Media and exclusive product launches speed up the game to attract younger audiences by offering them something exclusive. The launch event of the Hi OCTN in Miami was the perfect platform to attract attention and spread the word via media, social media and influencer channels. Big names on stage like Hip Hop star French Montana rounded up an evening of success.
We continued to cooperate with our partners from Mercedes-AMG Petronas Motorsport, Scuderia Ferrari, Aston Martin Red Bull Racing and BMW M Motorsport, sponsoring the best drivers in the world. At the beginning of last year, we were able to add Porsche to our portfolio of the best motorsport partners in the world.
PUMA’s drivers delivered amazing results. Lewis Hamilton (Mercedes-AMG Petronas Motorsport) continued his legacy by claiming his 6th F1 World Champion title. Together with Valtteri Bottas (2nd in F1 World Championships), Mercedes gained their 6th consecutive World Constructor Championship title in Formula 1 since 2014. The drivers completing the top 5 in the Formula 1 Championship – Max Verstappen (Aston Martin Red Bull Racing), Charles Leclerc (Scuderia Ferrari) and Sebastian Vettel (Scuderia Ferrari) – were also dressed in PUMA.
BMW M Motorsport celebrated a successful DTM season with Marco Wittmann racing in 3rd position overall in the World Championships. Team Penske secured three drivers in the top ten of the NASCAR Cup Series and Porsche will be offering great opportunities for PUMA in their debut season in Formula E, which started in December 2019.