PUMA taps F1 buzz to fuel China growth

As the Formula 1 Chinese Grand Prix returns to Shanghai this month, PUMA SE is turning the fast-paced racing event into a growth engine for its ambitions in the world's second-largest sportswear market.

The German brand is leveraging the glamour and speed of motorsport to appeal to China's trend-conscious, sports-loving youth as part of its global efforts to secure a spot among the global top three sports brands.

At Shanghai's Gate M retail complex in the West Bund, F1 Ferrari driver Charles Leclerc met fans and livestreamed for PUMA, connecting the racing spectacle with local consumers. The immersive installation offers visitors a taste of race-day excitement, blending speed, style and lifestyle—key elements of the sportswear maker's appeal to Generation Z in China.

The company also brought motorsport culture into urban life with its "Beyond the Roar" pop-up store during the 2026 Huangpu Racing Festival.

Racing in China has evolved beyond competition to become a cultural phenomenon that merges sport and fashion, according to Leclerc, who is also a PUMA Global Ambassador.

"Seeing how much motorsport has progressed over the years in China, I don't see it stopping as of now. And I'm sure it will keep growing and interest more and more people, which is amazing."

"PUMA is contributing to not only making the best gear, but also making the best gear look great. That makes us feel good," said Leclerc.

Puma has a long heritage in motorsports. Having collaborated for decades with elite drivers and teams worldwide, the brand recently announced a multi-year global strategic partnership with McLaren, the reigning double Formula 1 champion. They also unveiled a co-branded racing collection.

These initiatives have coincided with steady growth across Puma China's direct-to-consumer (DTC) channels, which have recorded nine consecutive quarters of expansion. China remains a core strategic market for Puma globally, said the company.

Accelerating its dual-track "sport + fashion" strategy, the company has continued to invest in product innovation, retail experiences, and localized brand storytelling in the Chinese market.

In the fourth quarter, PUMA tapped Chinese celebrities Shan Yichun and Zhang Linghe to strengthen emotional connections with younger consumers. The company expanded its fashion-forward sneaker range—including Speedcat and H-Street—while professional performance lines such as Deviate Nitro Elite HYROX continued to debut in its DTC stores.

Retail upgrades have also remained a focus. PUMA recently opened Sneaker Box stores in Hefei, Anhui province, and Suzhou, Jiangsu province, while refreshing its Field of Play concept store in Beijing. On the sports front, Puma sponsored events including HYROX competitions in Shanghai and Shenzhen, as well as major running events, deepening engagement with China's athletic communities.

The strategy comes as ANTA Sports, China's leading sportswear company, became Puma's largest shareholder by acquiring a 29.06 percent stake in the German brand. Puma said the investment signals a vote of confidence in its global strategy. Analysts said the integration into ANTA's ecosystem is expected to strengthen the brand's position in one of the world's largest and most competitive sportswear markets.