FINAL YEAR  PROJECT

The global trend for motorsports is increasing with the progression of the innovative technology and investments in the research and development for automobile. In order to show the strength of an automobile company they have used the method of coming into motorsports like Formula 1 to Formula E and NASCAR.
Due to this trend in Motorsports the audience for this have increased drastically this year and it is the second most watched game as to, “Motorsports Network”. The number of drivers has also increased in the past few years, and many youngsters has join in the entry level game of karting (more than 2million), in order to achieve their dreams of becoming a formula 1 racer.
When looking at a Formula 1 driver or any motorsports drivers’ health, it is a requirement to be physically and psychologically fit to withstand the 2 hour race. It applies to all the other drivers who are coming in at the entry level. Fans who follow this event are also as fit and is very much wellbeing oriented, with the current future turning up to be health conscious. Even though they are just in the entry level they use to follow the well renowned drivers and they keep up with the same endurance workouts.
It was identified that the products that are offered by brands from activewear category does not focus on the motorsports category. The specifications for a racers endurance workout is different from a runner’s workout. So focusing on a collection that would support the requirements of an upcoming racer to train harder and to get the emotional connectivity with the sport was a lacking factor that was identified. PUMA sponsors Formula 1 and NASCAR and it has the capability to drive into this market category. And in order to increase the shares and equity they have to introduce an Active workout collection range.
Through the collection offered it shows the concept of, “Adrenaline Rush of the Green Hell Ambiance.” By taking the inspiration of the Motorsports environment which has “no limits”. Through the collection it taps to the activewear market yet again in a different aspect catering the high performance and low performance both for the racers and fans.