Official products of the Senna and Ayrton Senna brands will now be available in more than 139 countries in the world, through a global partnership between Stichd and Senna Brands.

As part of the expansion plan and strengthening of Senna and Ayrton Senna brands, the Senna Brands, a company managed by the three-time F1 world champion s family, announces long-term partnership with Stichd Fanwear, a reference brand in the international fashion and international sports industry.


Headquartered in the Netherlands, Stichd is a brand of the Puma group that designs, develops and distributes licensed merchandise. Among its various activities, including football and lifestyle, Stichd is responsible for the production of uniforms and materials part of the F1 teams, such as Ferrari, Red Bull, Mercedes, Haas, among others.


"We are excited to become the new partner of the iconic Ayrton Senna brand. Ayrton Senna is a legend and continues to impact fans to this day with his image," says Keith Harkess, Brand Director at Stichd Fanwear.


"Senna is a global brand, and with this partnership with Stichd we will be able to deliver products and services of excellence from a design, materials, sustainability and innovation perspective", says Bianca Senna, the driver's niece and CEO of Senna Brands.  


The partnership will also enable actions throughout the F1 calendar of the next years. Internationally, we had a presence in a few F1 GPs per year, and now with this new partnership, our products will have a global distribution besides being present in all the F1 GPS, says Thiago Fernandes, director of Senna Brands.


The products involving the driver will be available in the market in 12th of November 2021, through the website


About Senna Brands 

Senna Brands is a company created by the three-time F1 world champion's family to manage and maximize the assets of the Ayrton Senna, Senna and Senninha brands, which are inspired by the driver's legacy and achievements, his values, personality, and lifestyle. Part of the revenue obtained from the licensing of these brands is allocated to support the educational programs of the Ayrton Senna Institute.


About stichd

Headquartered in ‘s-Hertogenbosch, Netherlands, stichd is a global partner of some of the world’s leading brands. From fashion essentials to motorsport and football fanwear to lifestyle apparel and accessories, stichd is dedicated to making quality products that people cherish. Multi-brand, multi-category, and multi-regional. With a dedicated Fanwear Department situated in London, stichd Fanwear is all about celebrating enthusiasm and partnering with the best teams in the game. Making the thrill of cheering trackside or at home more attainable and enjoyable for everyone.