Speed and style: Mercedes teams up with Adidas in multi-year deal
Mercedes has announced a landmark partnership with legendary German sportswear brand Adidas, beginning with the 2025 Formula 1 season.
The multi-year deal marks Adidas’ first foray into Formula 1 and promises to redefine the intersection of motorsport performance and lifestyle fashion.
Adidas replaces Puma as Mercedes’ official team partner and will provide the team with a new range of kit, including footwear and accessories, for both the drivers and team members.
The collaboration will also feature several limited-edition drops throughout the season, with the first Adidas x Mercedes collection scheduled to debut in February 2025 ahead of the sport’s opening Grand Prix.
A New Chapter for Mercedes
The partnership has been described as a “groundbreaking collaboration” by Mercedes team principal Toto Wolff, who sees the move as a bold step for the team’s future.
“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” Wolff stated.
“Adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too.
“This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport.
“We are excited to break this new ground and work with Adidas as we collectively strive to fight for world championships.”
Adidas’ entry into Formula 1 with Mercedes had been rumored for some time, with reports of an agreement progressing between the two German powerhouses.
The deal, rumored to be worth $30 million, positions Mercedes to capitalize on Adidas’ global influence and innovation in both performance wear and lifestyle apparel.
Adidas Brings 'The Three Stripes' to F1
For Adidas, the partnership represents a return to motorsport after years of absence and is a move that reflects the growing appeal of Formula 1 to a broader audience.
Bjørn Gulden, CEO of Adidas, expressed his excitement at aligning the brand with one of the sport’s most successful teams.
“We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot,” Gulden explained.
“It is reaching new consumers and has a big influence on sport and street culture.
“We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever.
“Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track.
“Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans.”
Shifting Brand Dynamics
It’s clear if Mercedes’ deal with Adidas will shake up the team’s existing commercial arrangement with Tommy Hilfiger.
The American fashion brand became associated with Mercedes during Lewis Hamilton’s tenure and remains linked to George Russell, who became an ambassador in 2024.
However, with Hamilton now at Ferrari, and the Adidas partnership opening up new possibilities, Tommy Hilfiger’s role within the team may evolve.
But it will supply clothing and uniforms to the executives of Formula One Management.
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