In 2020, we consolidated our number one position in motorsport by creating exclusive collections and putting our sponsored athletes and brand ambassadors in the spotlight to support our track-to-street attitude. Moreover, we embraced PUMA’s principles of equality and inclusion in our program and showcased the roots of PUMA Motorsport with the relaunch of the Speedcat OG.
On the basis of our ongoing partnership with the best F1 teams worldwide – the Mercedes-AMG Petronas F1 Team, Aston Martin Red Bull Racing, and Scuderia Ferrari – we reinforced our number one position in motorsport. The highlight of the season was when brand ambassador Lewis Hamilton made history with his seventh Formula One world champion title. We collaborated with him over the course of the season to demonstrate our established brand principles of equality and inclusion. We set up the format “Is Anyone Listening”, where Lewis and other PUMA ambassadors talked about racism and other issues in society. The switch by the Mercedes-AMG Petronas F1 Team to black race gear – for the first time in the team’s history – fostered our common mindset against racism.
The world of motorsport opened up to our consumers through the e-commerce launch of the professional racing shoe Speedcat Pro, which took the track to the street. The strictly limited collection utilized exact replicas of the F1 driver boots and sold out immediately. In addition, crossover stories, like Manchester City striker and PUMA athlete Sergio Aguero jumping into the Aston Martin Red Bull Racing cockpit at the F1 Esports Virtual GP Series in Barcelona, showcased the range of the brand.
During the difficult times, when many countries went into lockdown because of the COVID-19 pandemic, online interviews were set up on our own channels with sponsored athletes Max Verstappen and Charles LeClerc to allow them to talk to the fans and the media directly.
Besides F1, the story of the Porsche 911 was revived by a PUMA x Porsche capsule collection. The legacy of eight different generations of sports cars was celebrated by PUMA Motorsport with eight unique models of the PUMA Speedcat and Future Rider family. Due to the hype in the automotive community, the unique collection sold out instantly.
We continued to attract our consumers’ attention with our street collection. A blend of race-inspired designs, logos, and silhouettes with lifestyle-oriented looks combined the worlds of motorsport and fashion to foster our range of track-to-street collections. Besides street products, we continued to maintain our range of core styles.
With the relaunch of the Speedcat OG, we went back to our roots in motorsport designs to offer the consumers low-profile footwear. The collection was extended to include the Speedcat Mid L for women and thus embrace the female consumer group in the world of motorsport.