PUMA's Grand Week at the Las Vegas Grand Prix

November 21, 2023

PUMA's Grand Week at the Las Vegas Grand Prix

November 21, 2023

In the city that never sleeps, the engines roared once again as the Las Vegas Grand Prix took over the iconic Strip last weekend. PUMA was at the heart of the action, celebrating our rich history in the world of motorsport and shifting gears for our future races. Read on to learn what spectacles we witnessed while hosting a series of unforgettable events that showcased the intersection of motorsport and fashion.

The Super Bowl on Wheels 

The Las Vegas Grand Prix was also dubbed the “Super Bowl on wheels,” and at PUMA, we made sure to live up to that nickname. We hosted an incredible series of events, right at the intersection of sport, lifestyle and fashion and celebrated motorsport culture at its best. 

Where Art meets Motorsport  

The festivities kicked off on Tuesday with “ALL EYES ON FERRARI”. At the custom art creation event featuring Formula 1 Pilots Charles Leclerc and Carlos Sainz, and designer Josh Vides, the two pilots created custom painted Ferrari race suits under the guidance of Joshua Vides and celebrated the new Joshua Vides x SCUDERIA FERRARI collection. 

Car Culture Extravaganza 

Thursday was all about embracing car culture. Over 250 guests gathered around 40+ exotic supercars on the rooftop garage of the Virgin Hotel, soaking in the motorsport spirit with views over the first on-track practice session on the new F1 track. The Las Vegas night sky lit up with the MSG sphere PUMA spots, creating a phenomenal atmosphere. Among our guests were PUMA Athletes Jackie Young and Molly Seidel as well as Chris Breckley and influential members of the American race car scene like Race Service. The night reached its peak with local DJs and talents performing and guests reveling in entertainment heaven. 


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Where The PUMAFam Gathers 

Friday evening marked the official opening of the PUMA experience for our retail partners in Las Vegas. CEO Arne Freundt welcomed our guests at the Palazzo directly on the Strip and took the audience on a journey through more than 20 years as the leading sports brand in F1, equipping the best teams and drivers to perform at the highest levels.

Racing icons Susie Wolff and Mika Häkkinen as well as Usain Bolt joined our kick-off presentation and shared their stories on how they wrote and will continue to write history in F1, and how speed can make you see the world differently. 

See Arne Freundts Las Vegas Post on LinkedIn!

It was not only a great moment for Formula 1 that the race returned back to Las Vegas after more than 40 years. It was also an important milestone for PUMA Group. Together with our retail partners, we were celebrating the unveiling of A$AP Rocky‘s first F1 capsule collection as PUMA’s Creative Director at our pop-up store in Vegas, as well as the launch of our first F1 capsule collection. 

All Eyes on Rocky

The A$AP ROCKY POP-UP EXPERIENCE was a spectacle aimed at the motorsport fans and PUMA lovers around the track. Fans were able to visit the pop-up store, located in an abandoned gas station, where they could purchase the new PUMA x F1 BY A$AP ROCKY products, show their creativity at our customization workshop, and – the very lucky ones – got the chance to snap a picture of Rocky or Rihanna as they stopped by on Friday and Saturday afternoon. To celebrate the big entrance of our new Creative Director for Motorsport, the MSG Sphere showed an exclusive A$AP ROCKY x PUMA x F1 spot for the very first time.

Divine Surprise Guests and Unforgettable Moments 

On Friday and Saturday, our guests enjoyed access to our exclusive PUMA Paddock Suite located above the Scuderia Ferrari and Mercedes-AMG Petronas F1 Team garages, right at the start line. Ambassadors and A-listers joined the PUMAFam to witness the qualifying and the race in this spectacular environment.

Thank you for the great time, Rihanna, A$AP Rocky, Breanna Stewart, Davido, Molly Seidel, Joshua Vides, Jackie Young, Chris Breckley, Usain Bolt, and Mondo Duplantis! 

All Lights Out for the Next Round 

The first Las Vegas Formula 1 Grand Prix exceeded all expectations as the PUMA Fam not only witnessed the spectacles on and off the track, but also celebrated Charles Leclerc’s second-place finish with Scuderia Ferrari!  


As the lights go out on the Las Vegas Grand Prix, PUMA is revving up for the next race, embodying the spirit of the speed and style that defines our brand.  




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