Formula E announces Stichd as retail partner

Formula E and sewinga wholly-owned subsidiary of the Puma SE Group, today announced that the partner brand specializing in fashion essentials, lifestyle clothing and accessories as well as football and motorsport clothing, has been appointed to produce high-quality sustainable merchandise retail through a new business platform The new online store is launched today and the range of products will also be available at physical outlets at all remaining races of the ABB FIA Formula E World Championship this season, starting with the E-Prix of Rome which will take place this weekend (April 9 and 10).

The new long-term partnership will see stichd complete a new integrated global merchandising brief including:

  • Design and develop a range of Formula E merchandise, including apparel, accessories and fan items

  • Purchase and production of products for Formula E teams

  • Develop and operate Formula E’s global e-commerce offering

  • Provide retail services in the Allianz E-Village at ABB FIA Formula E World Championship races

  • Providing Merchandise Solutions to Formula E Partners

In line with Formula E’s mission to prioritize sustainability and minimize environmental impacts, all products manufactured will be sourced from organic cottons and recycled polyester, meeting stichd’s strict ethical, social and environmental standards.

With expertise in product design and development for, among others, Porsche Motorsport, Formula 1 and the Mercedes F1 team, stichd specializes in motorsport products and operates 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 lines of apparel and accessories via easier access to official merchandise online and at physical outlets at all ABB FIA Formula E World Championship races , starting rounds 4 and 5 in Rome on April 9 and 10.

Simon Lilley, Retail and Licensing Director, Formula E, said:

“We are thrilled to partner with stichd, a recognized leader in branded goods, committed to sustainable processes and with deep expertise in product development, e-commerce and event retail at the global scale. This partnership signifies a new fan-centric approach to Formula E, as we focus on developing a premium branded product offering that will appeal to our young and passionate ‘electric generation’ fan base.

“Our long-term partnership with stichd will enhance the online retail experience for fans with access to in and out of season apparel, merchandise and accessories. As we welcome fans back to World Championship racing from ABB FIA Formula E this season, they will be able to show their support for the sport with the latest branded products available in the Allianz E-Village from our next race weekend in Rome on 9th and 10th April.

Keith Harkess, Brand Director, stichd, said:

“We are delighted to have been appointed by Formula E to enable the World Championship’s digital e-commerce platforms and retail racing merchandising. As a company, we fully support Formula E’s mission of advancing sustainability and we look forward to working alongside them to deliver innovative new merchandise and retail opportunities to fans around the world.

Season 8 of the ABB FIA Formula E World Championship features the largest 16-race schedule to date. Thousands of fans will be in the stands in Rome this weekend for rounds 4 and 5 before the season continues in the center of the iconic global cities of Monaco, Berlin, Jakarta, Vancouver, New York and London before the climax in Seoul.