stichd and Aston Martin F1 Team sign a merchandise agreement

Aston Martin Aramco Cognizant Formula One Team (AMF1 Team) is proud to announce that stichd will become the team’s Official Merchandise Partner from 2024.

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The long-term agreement with stichd, part of the PUMA Group, will see the company take on exclusive rights to design, produce and distribute AMF1 Team’s fanwear products from the start of the 2024 FIA Formula One World Championship season.

Furthermore, stichd will become the Official E-commerce Partner of AMF1 Team, gaining global distribution rights to sell AMF1 Team branded apparel and accessories across several online and offline channels, including the Aston Martin website and the Fuel for Fans online store.

Headquartered in ‘s-Hertogenbosch, the Netherlands, stichd specialises in licensed fanwear and lifestyle apparel.

AMF1 Team will sell team replica apparel and accessories, special-edition collections and fanwear at fan retail stores operated exclusively by stichd during every Formula One race weekend from 2024.

Jefferson Slack, AMF1 Team Managing Director, Commercial and Marketing, said:

We really feel the passion and intensity of our fans. This year, we’ve witnessed huge growth in our audience – particularly as the team’s on-track performances have improved. Much of what we do as a team is directed towards surprising and delighting our fanbase. Partnering with stichd to make official fanwear available to everyone is a fantastic opportunity, and we look forward to working closely with them on next year’s first collection.

Nina Nix, CEO of stichd, said:

We are beyond excited to join forces with AMF1 Team. As F1 and Aston Martin continue to grow their momentum, we are ready to translate this passion into fashion-forward apparel and accessories. And we really look forward to doing this with the AMF1 team.

About stichd:

As a member of the PUMA Group, stichd is a licensee with its HQ located in ‘s-Hertogenbosch, the Netherlands. In addition, stichd has a global presence with sales offices throughout Europe, the UK, Mexico, China and in Southeast Asia. The fanwear team is primarily situated in London. The company’s warehousing and logistics are located in Tilburg, Netherlands and via our service partners in Mexico, China and Malaysia.

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Employing over 600 people, the company’s current brand portfolio includes PUMA, Tommy Hilfiger, Levi’s, Head, Calvin Klein, Scotch & Soda, BMW Lifestyle, Mercedes Formula One team, Scuderia Ferrari, Oracle Red Bull Racing, BMW Motorsport, Porsche Motorsport, Ayrton Senna, Formula 1, Formula E and Manchester City Football Club.

We are a collective of professionals with diverse personalities and backgrounds where integrity and expertise are balanced with humility. Passionate about our people, products, partners and planet, we are dedicated to becoming more conscious of our impact.

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