Mercedes has officially partnered with Adidas, securing the renowned fashion brand as an official team partner in a multi-year deal to provide kit for the entire squad. This collaboration marks Adidas’s first venture into Formula 1, and the sportswear giant has vowed to “break new ground” by designing team apparel tailored to the specific needs of each driver and team member.
People have anticipated the deal for months after leaked images showed Adidas-branded Mercedes clothing last year. Adidas sees the partnership as a strategic move, aiming to recover after posting annual losses in 2023. The company also suffered a blow when the German national football team ended its long-standing partnership with Adidas in favor of a new deal with Nike starting in 2027.
The agreement sees Adidas replace Puma and Tommy Hilfiger, who had previously worked with Mercedes. Puma, a partner since 2012, steps aside with the implementation of the Adidas deal, while former Mercedes driver Lewis Hamilton, now with Ferrari, will continue his role as a Tommy Hilfiger brand ambassador.
Mercedes has worked with various high-profile brands for its team apparel, including Hugo Boss and Henri Lloyd, but this new collaboration with Adidas is widely considered to be the largest and most significant in Formula 1 history.
Toto Wolff, Mercedes team principal, expressed his excitement about the deal: “Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team. Adidas is an iconic brand, one that shares our commitment to peak performance, style, and sophistication. This collaboration represents a groundbreaking evolution in what team and fanwear can mean in our sport.”
The collaboration will debut in February, ahead of the 2025 season, with a collection that includes clothing, footwear, and accessories designed for Mercedes fans. The range will also feature limited-edition items.
Adidas CEO Bjorn Gulden shared his enthusiasm for the partnership, noting, “We are very happy to be back in the world of motorsport. Interest in motorsport, especially Formula 1, has been growing rapidly. This partnership with Mercedes marks a proud return to the sport and extends our reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 as they continue to push the limits on the track while offering innovative lifestyle products to fans worldwide.”
While Adidas enters F1 with Mercedes, industry reports suggest that the brand may also be in talks to extend its motorsport presence by partnering with Audi once it completes its takeover of Sauber ahead of the 2026 season.
The deal signifies a new era for both Mercedes and Adidas, blending cutting-edge performance technology with lifestyle appeal to enhance the Formula 1 experience both on and off the track.
