- PUMA and the Aston Martin Aramco Formula 1 Team unveiled the "Homecoming" collection, introducing velvet into F1 fanwear for the first time, ahead of the 2026 British Grand Prix at Silverstone.
- Fernando Alonso and Lance Stroll front the campaign, shot at the circuit their team calls home.
- The capsule spans PUMA's Replica and Lifestyle lines, including a velvet Basket sneaker in racing green and the black-and-lime Caven III.
- Aston Martin Aramco is backing the drop with a "House Party" activation in Soho, London, running across race week.
PUMA and the Aston Martin Aramco Formula 1 Team have unveiled the Homecoming collection, a limited-edition capsule making its world debut at the 2026 British Grand Prix at Silverstone.
Fronting the campaign are team drivers Fernando Alonso and Lance Stroll, photographed in the new gear at the circuit they call home.
For the first time in the partnership, velvet enters the wardrobe, adding richness to the team’s signature racing green across both the Replica and Lifestyle ranges. Highlights include a Silverstone GP graphic tee, an oversized tee, and two new sneakers: the velvet-forward Basket in Green Lux and PUMA Silver, and the black-and-lime Caven III.
The timing carries extra weight: Aston Martin Aramco’s AMR Technology Campus sits at Silverstone, meaning the team’s factory and home race share a postcode, a detail the “Homecoming” name leans into directly.
PUMA has outfitted Aston Martin Aramco since the team’s 2021 F1 return. While the brand has supplied technical race gear to individual teams since the mid-1980s, it officially stepped into its role as the sport’s overarching apparel licensee and trackside retailer in 2024.
Beyond this PUMA x Aston Martin campaign, Alonso remains a longtime BOSS ambassador and is associated with Richard Mille timepieces, alongside a 2025 brand ambassador deal with Spanish car marketplace Flexicar.
Stroll continues building his personal label, LS18, and carries sponsorship ties with Krown Produce and Italian helmet maker Stilo. Like Alonso, he’s also been dressed by BOSS for team off-track appearances.
The launch fits a wider pattern of F1 teams leaning into fashion around home races, following Lewis Hamilton’s recent “44: Together We Rise” Silverstone collection and the Genesys campaign that paired Charles Leclerc with Hamilton earlier this year.
The Homecoming capsule is available now through PUMA.com and the official Aston Martin F1 team store, with prices starting around AUD $75 (approx. $50 USD) for graphic tees and topping out near AUD $185 (approx. $124 USD) for replica shirts and the Basket sneakers.
Takeaways
This isn’t just a merch drop; it’s PUMA and Aston Martin using their home race to make a statement about where F1 fashion is headed. Velvet on a racing team’s gear is a deliberate signal that fanwear is being designed for the wardrobe, not just the grandstand.
Pairing that with a home-soil narrative (the team literally builds its cars where it races) gives the campaign a story that’s harder for rival teams to replicate. It also shows how F1 driver campaigns are increasingly timed to moments (home races, milestones, title fights) rather than just the calendar.
Does tying fashion drops to “home race” moments make F1 merch feel more meaningful, or is it just clever marketing? Could this kind of capsule collection become a template that other teams copy for their own home Grands Prix?
