Porsche Motorsport has a new look for 2025, with long-time collaborators PUMA taking over the team gear supply. Delve inside the design and its special features.
Fashion is always moving forward. From season to season, trends change and brands come and go. It’s no different in motorsport, and for 2025, Porsche Motorsport has a whole new look, courtesy of an expanded collaboration with fellow German powerhouse PUMA.
Having been the team’s exclusive technical partner for fireproof racing clothing, shoes and luggage, since 2019, this year the collaboration grows even closer, with PUMA revamping the entire teamwear provision.
Marking a departure from the previous designs, the new look puts a modern spin on the traditional teamwear. With a range of functional features, hidden special touches and sporting the team’s black and red color scheme, Porsche Motorsport looks better than ever in 2025.
With around 1,000 employees requiring team gear, from mechanics to management, it was no small feat creating a product that suited everyone’s needs. Andrea Hagenbach, Specialist Business Relations, and Florian Wein, Head of Sports Marketing Motorsport at PUMA, are on hand to provide an exclusive insight into the process, from signing contracts in 2023 to delivering the first items just one year later.
Responsible for the teamwear project, Hagenbach oversees the development of both the concept of the teamwear and the product itself, from contracts to activations.
Developing the design
Discussions with PUMA began in 2023, once it became clear that Hugo Boss was keen to shift its interests. Once contracts had been signed, work quickly got underway.
Hagenbach explains that it is a complex process, with many needs and wants having to be considered in the development of the workwear. PUMA worked to develop the creative concepts, which were then brought to the in-house team.
“PUMA have been very creative, they came up with very useable ideas from the first presentation, they were very good,” she said. “The Pascha pattern was an idea they came up with and this is now a key part of our collection.
“Our teamwear is all black, apart from the rain jacket has a large red panel, but this makes it special. It was the idea of PUMA and the beginning of our partnership was wonderful, we’ve never seen such a creative partner before, understanding what our requirements and our needs are.”
She added: “The first year was needed for the development and production process. It was huge learning on my side, textile production, planning production takes around 18 months for a normal design and development process until the delivery of items.
“So we already sped it up a lot - the design process kicked off in September 2023 and first deliveries came for the photographing of the Formula E drivers in September last year, so we already had the first items there and in October we were able to hand out the collection to the Formula E team. This was more or less a 12-month process, which is nearly impossible!”
Wein said: “Porsche was exploring a potential new partnership for customized teamwear, and with over 20 years of experience in designing, developing, and producing motorsport apparel, PUMA was a natural fit.
“Prior to this collaboration, we had already been supplying team trainers and fireproof racewear, making the transition to providing full teamwear a seamless next step.
“Beyond delivering high-performance gear, our goal was to strengthen our partnership with Porsche while enhancing our visibility in paddocks worldwide—especially alongside the reigning WEC and IMSA champions, as well as the Formula E drivers' champion. He continued: “The Porsche communication team provided a clear briefing, incorporating design elements inspired by Porsche’s rich history. It quickly became evident that the Pascha pattern, with its distinctive and iconic look, was the perfect choice as a key design element.
Decoding demands
With so many people across the factory projects and international one-make series requiring teamwear, there are many demands to consider. What a mechanic needs from their work wear is different from that of marketing or management.
“It’s a huge task we have, because we have the mechanics who wear it as a workwear and we have management who is a representative role,” Hagenbach said. “We need to find a way in between to cover all needs.”
Wein said that with PUMA’s extensive experience in motorsport teamwear, the team was well aware of the diverse requirements across different roles.
“The team operates in a wide range of weather conditions, endurance races can start in sunny weather and transition into cold nights,” said Wein.
“To ensure optimal performance and comfort, we developed a versatile collection, including T-shirts, polos, performance tops, rain jackets, and even winter jackets.
“We integrated the latest PUMA technologies for breathability and comfort, tailoring the gear to meet the needs of everyone from mechanics working on the cars to staff managing operations. Our goal was to equip the entire team with high-performance apparel that embodies the spirit of Forever. Faster.”
While teamwear must be functional, it also serves another purpose: Conveying the team’s image, and communicating how the team wants to be viewed by the wider world. With the move to PUMA comes a fresh approach and a more modern look.
This sportier look also reflected a global change in trends following the COVID pandemic, with comfort given higher priority as more people worked from home.
“In previous years we were more serious with our collection, and the way we want to be looked at changed - we want to be more sporty now,” Hagenbach said.
“Management previously wanted to have dress shirts, and now we do not have any dress shirts any more, we only have polos and t-shirts, and this is a huge step.”
Keeping it sustainable
Another concern during the design process was sustainability: a core pillar of PUMA’s design and production process, and an important aspect for Porsche to consider.
Wein said PUMA prioritized the use of responsibly sourced materials, incorporating recycled polyester and other sustainable fabrics wherever possible. The team also focused on durability to ensure the teamwear meets the demands of motorsport while reducing waste over time.
To further minimize the environmental impact, PUMA relied mostly on European suppliers, ensuring shorter transportation routes and reducing CO₂ emissions. The production processes also align with PUMA’s broader sustainability initiatives, including lowering water consumption and optimizing energy efficiency.
For Porsche Motorsport, keeping the teamwear consistent can help bring more awareness to the brand image, and in doing so also has a positive impact on sustainability. Given the variety in needs for different parts of the business, it was important to examine how feasible it was to have a longer run time of the collection.
Special touches
Not only is the new teamwear range wearable and durable, it also sports several special touches, bringing sentimentality to functionality.
Key to this was the inclusion of the Pascha pattern of the 1977 Porsche 911 SC, visualizing a waving checkered flag and bringing another dimension to the design.
The items also sport a Raceborn patch, bearing the slogan and the coordinates of the home of Porsche Motorsport in Weissach-Flacht.
“This was also an idea that PUMA came up with during the design process, because they said ‘let’s make it unique’, we are presenting that this is an authentic Porsche Motorsport teamwear product, which is only available for the team members,” Hagenbach said.
“So this is the authenticity label, and it was a good opportunity to include the Raceborn campaign and the coordinates of Porsche Motorsport in Weissach-Flacht. This is where all race cars are born, this is where the heart of motorsport is beating, and this makes it a little bit more special.”
A happy reception
With the teamwear now rolled out for the Formula E and IMSA teams, and with WEC making its return this month, what has the response to the new clothing been?
“We received nearly only positive feedback,” Hagenbach said. “Most people have come back with the feedback that it’s the best collection we’ve ever had, and this is also my opinion.
“You always have some people who want something different, but it’s fashion - some people want slim, some people want baggy, it’s personal.”
She added: “PUMA is a very modern and young brand and so are the people working there.
“So working together with them and having their ear and working out what we need, this was absolutely easy. Talking to Puma and going this path together with them is a great collaboration.”
