Mercedes announce ‘groundbreaking’ deal with Adidas in F1 first…More
Mercedes announce ‘groundbreaking’ deal with Adidas in F1 first
Mercedes-AMG PETRONAS F1 Team has announced a landmark sponsorship deal with Adidas, marking the German apparel giant’s debut in Formula 1.
Starting in 2025, Adidas will become the team’s official kit supplier, providing a comprehensive range of clothing, footwear, and accessories tailored to the needs of each team member.
The partnership also includes products designed for the team’s global fanbase.
The first collection will be revealed in February, coinciding with the launch of Mercedes’ 2025 car.
Adidas, valued at $44.40 billion, enters the motorsport arena as Mercedes transitions into the post-Lewis Hamilton era.
Team Principal Toto Wolff described the collaboration as a transformative step, emphasizing its alignment with Mercedes’ commitment to performance and style.
“This partnership represents a groundbreaking collaboration that will redefine team and fanwear in F1.
We are thrilled to work with Adidas as we aim to win championships,” Wolff said.
Until 2024, Mercedes’ kit was supplied by Tommy Hilfiger.
This shift allows the US-based fashion brand to potentially join Hamilton at Ferrari, where the seven-time world champion is expected to continue his collaboration as a global brand ambassador.
Although Mercedes hasn’t disclosed the financial details of the deal, Adidas’ recent agreement with Manchester United—a minimum £900 million 10-year deal—indicates the significance of such partnerships.
Both Mercedes and Manchester United share a connection through INEOS, the multinational company part-owned by Jim Ratcliffe.
Adidas CEO Bjørn Gulden expressed enthusiasm about the venture, highlighting F1’s growing influence on global sports and street culture.
He stated, “We are excited to return to motorsport.
Together, we aim to push boundaries on the track and introduce innovative lifestyle products off the track.
This collaboration will help expand F1’s appeal to a new generation of fans.”
The partnership underscores a broader trend of F1 attracting high-profile brands as it continues to grow in popularity.
With its focus on speed, innovation, and style, the collaboration between Mercedes and Adidas is poised to make an impact both on and off the track.
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