The Mercedes-AMG Petronas Formula One Team has officially announced a groundbreaking multi-year partnership with Adidas, marking the sportswear giant’s entry into Formula 1 as the official team partner for apparel. This significant deal will see Adidas providing kit for the entire Mercedes team, signaling a new era for Formula 1 Mercedes Apparel and team wear.
Rumors of this collaboration had been circulating since leaked images of Adidas-branded Mercedes clothing appeared last year, generating considerable excitement among fans. This partnership officially ends Mercedes’ run with Puma and Tommy Hilfiger, who previously supplied the team’s apparel. While former Mercedes driver Lewis Hamilton is a brand ambassador for Tommy Hilfiger, his move to Ferrari in 2025 coincides with this apparel partnership shift. Puma had been associated with Mercedes since 2012.
Adidas is making a bold entry into F1, proclaiming its intention to “break new ground” with bespoke designs. Each piece of team kit will be tailored to the individual requirements of the wearer, emphasizing performance and personalized fit. This move is particularly strategic for Adidas, especially after facing reported annual losses in 2023 and the setback of losing the German national football team partnership to Nike from 2027. Securing a partnership with a leading Formula 1 team like Mercedes provides a powerful platform for brand resurgence and market visibility.
Mercedes team principal Toto Wolff emphasized the strategic importance of this alliance: “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 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.”
The much-anticipated Mercedes Formula 1 apparel range, designed by Adidas, is set to be unveiled in February before the 2025 Formula 1 season kicks off. Fans can expect a comprehensive collection including clothing, footwear, and accessories, all bearing the iconic Adidas branding alongside Mercedes-AMG Petronas F1 Team elements. Adidas has also promised a range of limited-edition items, adding exclusivity and collectibility to the Mercedes F1 merchandise line.
Adidas CEO Bjorn Gulden highlighted the growing appeal of motorsport and Formula 1: “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. 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. We look forward to supporting Mercedes-AMG PETRONAS F1 and to win together.”
Beyond this Mercedes partnership, there are speculations that Adidas might extend its presence in Formula 1 by collaborating with Audi when it fully acquires Sauber in 2026. This move could solidify Adidas’s position in the Formula 1 apparel market and further enhance its brand association with high-performance motorsport. The partnership between Mercedes and Adidas is poised to redefine Formula 1 team apparel and fanwear, promising innovation, style, and a fresh perspective for the sport.
