adidas has taken a bold step into the world of motorsport with the announcement of a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team. This collaboration marks adidas’ official debut in Formula 1, uniting two icons of performance and innovation in one of the fastest-growing global sports.
The partnership will see adidas design and create a comprehensive range of apparel, footwear, and accessories for the entire Mercedes-AMG PETRONAS F1 Team, which includes drivers, engineers, mechanics, and the wider staff. Additionally, the collaboration will extend to offering specially designed gear for fans, featuring several limited-edition drops throughout the year. The first adidas x Mercedes-AMG PETRONAS F1 Team range will be unveiled in February 2025, coinciding with the buildup to the new season.
“This is a milestone moment for us,” said Bjørn Gulden, CEO of adidas. “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 products and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and winning together.”
The partnership promises to push the boundaries of teamwear with bespoke designs tailored to the unique roles of Mercedes-AMG PETRONAS F1 Team members, including high-performance kits for on-track activities. Beyond functionality, the collaboration will aim to redefine fanwear by infusing adidas’ iconic style and extending the sport’s appeal to a wider audience.
Toto Wolff, Co-owner, CEO, and Team Principal of the Mercedes-AMG PETRONAS F1 Team, highlighted the groundbreaking nature of the collaboration. “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 partnership also aims to harness the rising popularity of F1, with a focus on engaging existing fans while attracting new audiences. Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, emphasized the alignment of the team’s values with adidas’ track record of success. “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honor but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.
"Our shared value of innovation will also be focused on bringing a refreshed energy to our wider fanwear ranges. F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear, and accessories that engage our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team.”