Formula E Chooses stichd As Retail Merchandise Partner


Formula E and stichd, a wholly-owned subsidiary of the Puma SE Group, said that the brand partner has been appointed to produce high-quality sustainable merchandise retailing via a new global eCommerce platform.

The new long-term partnership will see stichd fulfil a new integrated global merchandising.

It will include designing and developing a range of Formula E merchandise including apparel, accessories; buying and producing products for Formula E teams; developing and operating Formula E’s global eCommerce offering; and providing retail services in the Allianz E-Village at ABB FIA Formula E World Championship races

Aligning with Formula E’s mission of prioritising sustainability and minimising environmental impacts, all products produced will be sourced featuring organic cottons and recycled polyester, meeting the strict ethical, social and environmental standards of stichd.

With expertise in designing and developing products for amongst others Porsche Motorsport, Formula 1 and the Mercedes F1 team, stichd are specialists in motorsport product and operate licensed partnerships with fashion brands such as Puma, Tommy Hilfiger, Levi’s, Calvin Klein and HEAD. Fans of Formula E and its teams will now be able to choose from new clothing lines and accessories via easier access to official merchandise online and at physical retail outlets at all ABB FIA Formula E World Championship races.

Simon Lilley, Retail & Licensing Director, Formula E, said: “We are excited to partner with stichd, a proven branded merchandise leader with a commitment to sustainable processes and deep expertise in product development, eCommerce and event retail on a global scale. This partnership signifies a new fan-first approach for Formula E as we focus on developing a premium branded merchandise offering that appeals to our young, passionate ‘Electric Generation’ fanbase.

Keith Harkess, Brand Director, stichd, said: “We’re thrilled to be appointed by Formula E to activate the World Championship’s digital e-commerce platforms and race retail merchandising. As a company we entirely support Formula E’s mission to drive forward sustainability and we look forward to working alongside them to provide new, innovative merchandise and retail opportunities to fans around the world.”