Aston Martin inks new deal with PUMA for 2025 season, as it launches motion simulator in association with F1 Authentics and Memento Exclusives.
Puma –
The Aston Martin Aramco Formula One Team today announced a long-term partnership with global sportswear icon PUMA, focused on high-performance. Renowned for its innovative athletic and lifestyle performance wear, PUMA joins Aston Martin Aramco as the Official Sportswear, Athleisure, and Technical Gear Partner, marking the start of an exciting new chapter for both brands in the 2025 Formula One season.
The partnership will be central to Aston Martin Aramco Formula One Team’s vision of delivering world-class performance on and off the track, equipping drivers and the team with high-performance racewear and footwear designed for peak functionality.
PUMA has written sports history for more than 75 years, creating iconic moments with the world’s greatest athletes including Usain Bolt, Pelé, Yaroslava Mahuchikh and Armand “Mondo” Duplantis. Speed is PUMA’s superpower, and the company has developed performance gear in motorsport since the 1980s, outfitting several Formula 1 World Champion teams and drivers since then.
The company’s unique blend of sports and culture, which includes working with some of the most influential artists such as Dua Lipa and Rihanna, can also be seen in PUMA’s motorsport-inspired collections created with A$AP Rocky.
PUMA will support Aston Martin Aramco in bringing “the heat to the street” by fusing cutting-edge design with street-ready style. Exclusive collaboration capsules will feature limited-edition fanwear and trend-forward collections, inviting fans to immerse themselves in the action when it launches globally in the 2025 season. PUMA car branding will debut on the AMR25 when it is launched ahead of the 2025 F1 season.
Lawrence Stroll, Executive Chairman, Aston Martin Aramco Formula One Team, said: “We are excited to welcome PUMA to the Aston Martin Aramco family. This partnership celebrates our shared drive for innovation, speed, and precision – values that resonate with fans around the globe. Together, we are shaping a new way for fans to connect with our team, and we are excited to see how this collaboration comes to life in 2025.”
Arne Freundt, CEO of PUMA, said: “Partnering with the Aston Martin Aramco Formula One Team marks a significant milestone in our long-standing history of motorsport. Just like the team, PUMA is committed to advancing the sport through cutting-edge innovations. We are excited to support Aston Martin Aramco’s success by providing high-performance racewear, and to inspire the team’s fans with premium products and compelling stories from the world of motorsports.”
Here’s video launch: https://x.com/AstonMartinF1/status/1856381907484688411
Simulator –
The Aston Martin Aramco Formula One Team is bringing its fans closer than ever to the experience of becoming an F1 driver, with the launch of brand-new motion simulators. Motion simulators are created by an expert team at Memento Exclusives – the memorabilia specialist based in Motorsport Valley utilising the same processes as F1 teams, to offer an unrivalled racing experience.
Designed to recreate the famous race cars seen on the track, Aston Martin Aramco’s Motion Simulators boast high-tech systems which aim to immerse the racer, offering them the chance to experience every twist and turn around iconic racing circuits. Aston Martin Aramco and Memento Exclusives have made simulators available to the public in iconic racing green before, but adding movement to the simulation experience is set to take sim racing to new heights.
Each motion simulator has been developed in partnership with the race team at Silverstone, and features haptic actuators, a front pivot configuration and haptic rumble feedback. This advancement offers gamers and racers true authenticity, with the motion of a real F1 car accurately emulated from the moment they jump into the cockpit.
Matt Chapman, Head of Licensing and Merchandise, Aston Martin Aramco Formula One Team, said: “This is a really exciting collaboration with our partner Memento Exclusives, bringing the world of Formula One to life for sim racers, collectors and our fans alike. The look and feel of the motion simulator makes it an immersive experience and the addition of movement builds upon the previous simulators we have collaborated on together.”
Barry Gough, CEO & Founder of Memento Exclusives, said: “We are delighted to announce the next phase in our partnership with Aston Martin Aramco; these motion simulators take sim racing to the next level, providing gamers and racers with the closest experience to racing an actual F1 car.
“This launch, commemorating Fernando Alonso’s 400th Grand Prix and recognising Lance Stroll’s history with simulators, is a testament to this partnership and the technological advancements here at Memento Exclusives, offering new ways for fans to own the moment.”
Aston Martin Motion Simulators are only available in limited numbers and via f1authentics.com or Memento Exclusives’ private sale service.
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[Note: The story is as per press release]