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Formula E appoints stichd to overhaul global merchandise offering

Image: Formula E

Formula E has appointed stichd, a wholly-owned subsidiary of German sportswear and equipment manufacturer Puma, as its retail merchandise partner under a long-term deal.

The electric car-racing series has assigned stichd to fulfil a new integrated global merchandising brief including:

  • Designing and developing a range of Formula E merchandise including apparel, accessories, and fan items
  • Buying and producing products for Formula E teams
  • Developing and operating Formula E’s global e-commerce offering
  • Providing retail services in the E-Village at Formula E races
  • Delivering merchandise solutions to Formula E’s commercial partners
A new global e-commerce store has launched, while the product range will also be available at physical retail outlets at all remaining Formula E World Championship races this season, starting with the Rome E-Prix taking place this weekend.

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