Aston Martin F1 Car Showcased at PUMA's Oxford Street Store for New Collection Launch
Aston Martin's F1 car is featured at PUMA's new Oxford Street store in London to launch a collaborative collection inspired by the team's engineers. The event celebrates the team's partnership with PUMA and looks ahead to its 2026 project under Adrian Newey, offering fans unique off-track access and merchandise.
Aston Martin's Formula 1 car is taking center stage at PUMA's new flagship store on London's Oxford Street to launch a special collaborative collection. The event celebrates the team's technical staff and marks a stylish farewell to the current F1 era, with both partners looking ahead to the team's 2026 project under the guidance of incoming design legend Adrian Newey.
Why it matters:
This high-profile retail activation highlights the growing commercial synergy between Formula 1 teams and global sportswear brands. For Aston Martin, it's a strategic move to deepen fan engagement beyond the racetrack and solidify its premium brand image during a crucial period of technical transition ahead of the 2026 regulation changes.
The details:
The PUMA x Aston Martin Aramco Formula One Team Select Collection draws direct inspiration from the innovation and craftsmanship of the team's engineers. PUMA emphasized that the collection blends its performance apparel expertise with Aston Martin's refined aesthetic, creating pieces intended for both motorsport fans and streetwear enthusiasts.
- Performance Focus: The sportswear line is engineered with technical fabrics, precise cuts, and performance details designed for movement and comfort.
- Key Items: Standout pieces include a Gear Jacket and Pants set, a Full-Zip Hoodie, and a reimagined version of the iconic PUMA Speedcat footwear.
- Fan Experience: The launch event features the F1 car on display, a live DJ, and special F1-related activities, offering fans a unique off-track experience just days after the season finale in Abu Dhabi.
The big picture:
The partnership, which began at the start of the 2024 season, is capitalizing on the team's upward momentum. Aston Martin closed the 2025 season with a double-points finish in Abu Dhabi, with Fernando Alonso taking sixth and Lance Stroll tenth. The collaboration now serves as a bridge between the team's current identity and its future direction, heavily influenced by the anticipated arrival of Adrian Newey and the development of its first car for the new 2026 regulations.
What's next:
The collection is available now at select PUMA stores and online. For Aston Martin F1, the focus intensifies on the development of its 2026 challenger, with this consumer-facing campaign reinforcing the team's brand as it prepares for a potential step forward in competitiveness.