Global sports company PUMA brought Monza GP week to Milan on Tuesday, turning END. Milan into the Driver's Room for the day. The first public checkpoint of Monza GP week, the activation marked the launch of the PUMA for Scuderia Ferrari HP Monza Limited Edition Collection and gave fans something far beyond a shopping experience.
The PUMA takeover of END. Milan began in the windows and worked its way through every corner of the store. From the moment fans arrived outside, the energy was already there with product, participation and exclusive access rewarding those who made it through the doors. The store became a fully shoppable Driver's Room, with the Monza Limited Edition Collection front and center throughout.
The centerpiece of the day was Off the Grid, a relaxed, open conversation with Scuderia Ferrari HP Formula 1 driver Charles Leclerc. Away from the paddock and the press conference format, Charles spoke about the things that define him beyond the racetrack: his style, his music, his relationship with food and travel, and what Monza week genuinely looks like for him when the cameras are not rolling. Off the Grid gave fans a side of Charles that race weekends rarely allow for.
Charles Leclerc said: "When I started there was not much fashion in motorsport. And I think PUMA is doing more of that. It's really cool to be involved in the vision of some of the collections and trying to bring these two worlds together."
The Monza Limited Edition Collection is a tribute to thirty years since Michael Schumacher's first season with Scuderia Ferrari, and his first victory for the team at Monza in 1996. Not a tribute to what he won. A tribute to how he won it: the mindset, the method, the relentless discipline that turned a first season into a foundation for everything that followed. Seven stars, one for each of Schumacher's World Championships, run through the Replica tee and shirt. His signature laurel wreath decorates the cap. Vintage in reference, unmistakably current in execution.
The PUMA for Scuderia Ferrari HP Monza Limited Edition Collection is available in selected PUMA and Ferrari stores as well as online at puma.com and store.ferrari.com.
