PUMA puts Singapore in the fast lane with week-long F1 activations

PUMA is taking the Singapore Grand Prix beyond the racetrack, turning the city into a week-long playground for motorsport fans through its latest Southeast Asian campaign.

Dubbed "Own your speed", the campaign will run from 5 to 11 October, bringing together Formula One, fashion, running and automotive culture through a series of experiences across Singapore.

The campaign marks PUMA Southeast Asia's largest motorsport activation in the region to date, with the brand using race week to give fans multiple ways to get involved, whether that means racing around a track, meeting an F1 driver or simply watching the Grand Prix with fellow fans.

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At the heart of the campaign is PUMA's "Speed station", a week-long pop-up at 313@Somerset from 6 to 11 October. The space will bring together PUMA's Scuderia Ferrari HP and McLaren Mastercard Formula One collections, while giving visitors the chance to get behind the wheel through a racing simulator.

The brand is also bringing the real thing to Singapore, with Scuderia Ferrari HP driver Charles Leclerc and McLaren Mastercard driver Lando Norris scheduled to take part in fan meet-and-greets on 7 October.

Fans will be able to enter a competition via PUMA Singapore's Instagram for the chance to meet Leclerc, while details for Norris' appearance will be announced separately.

For those who would rather experience the thrill of speed themselves, PUMA is kicking off the week with a 5km night run on 5 October.

Organised with local running clubs, the run will take participants through Singapore's Marina Bay skyline, tying into the campaign's idea of letting people define what "speed" means to them.

The brand is also bringing motorsport into Singapore's car community, teaming up with HyperDrive at The Palawan @ Sentosa on 8 and 9 October.

The two-day programme will bring together supercar owners, automotive enthusiasts and community members at the indoor electric go-karting circuit, giving PUMA a chance to tap into the wider automotive culture surrounding Grand Prix season rather than focusing solely on Formula One.

The campaign will also show up across PUMA's retail spaces. A message wall at its 313@Somerset store will give fans a chance to leave messages for Leclerc, while photobooths at 313@Somerset and VivoCity will let fans capture their own race-week moments.

The message wall will be available from 25 September, followed by the VivoCity photobooth from 2 October.

The week will wrap with a live Singapore Night Race watch party at Paulaner Bräuhaus Singapore on 11 October, bringing fans together to watch the championship race.

PUMA is extending the motorsport push into grassroots competition through its partnership with HyperDrive for the fourth edition of "Levelled-up racing".

The competition, which runs until 30 September, will see participants compete across Junior and Senior categories, with the top 40 racers advancing to the final on 4 October. Winners will compete for prizes including SG$2,000 in PUMA gift cards, hotel stays and more than SG$2,000 worth of vouchers for The Palawan @ Sentosa.

PUMA’s Singapore activation comes as brands across Southeast Asia increasingly take Formula One beyond the racetrack and into fashion, entertainment and consumer experiences. In February, PUMA brought the global reveal of McLaren’s 2026 livery to Jakarta, one of four cities worldwide selected for the launch, alongside a PUMA x McLaren racing lifestyle collection.

In August, adidas turned Singapore’s Orchard Road into a temporary F1 street track, pairing a Mercedes-AMG PETRONAS car demonstration with BABYMONSTER, local music and fan experiences. Meanwhile, in Malaysia, Nestlé’s "KitKat x Formula 1" campaign has taken the form of a nationwide roadshow featuring racing simulators and a wind chamber challenge, ahead of F1’s return to Sepang. Together, the activations show how brands are using the sport as a wider cultural platform to create hands-on experiences around race season.

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