When PUMA teamed up with the Gran Turismo movie, it strengthened motorsport ties that go beyond the big screen.
Racewear giant PUMA created over 100 bespoke race suits, tailored to the actors' frames, plus hundreds of racewear items for the production of Gran Turismo: Based on a True Story – the new motion picture which is based on the unbelievable true story of a team of unlikely underdogs – a struggling working-class gamer, a failed former racecar driver, and an idealistic motorsport executive. Together, they risk it all to take on the most elite sport in the world.
Using its expertise in sportswear, PUMA blended the worlds of physical and esports competition, collaborating with professional teams to help improve performance, and in turn PUMA has fortified its status as a market leader that resonates with a modern digital athlete that also strives to take their talents to the track.
"I think back in the day, it was a business case of working together with the best car manufacturers in the world, and an area where we had the opportunity to really impact and become more or less the first sports apparel brand entering that area," says PUMA Motorsport's Head of Marketing Mathias Wendholt.
"Listening to the drivers and teams, being innovative and always trying to push the boundaries is a big USP compared to other brands who are trying to tap into the motorsport area."
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