The Mercedes-AMG PETRONAS F1 Team has revealed a multi-year partnership with Adidas, marking the sportswear giant’s debut in Formula 1.
Starting from the 2025 season, Adidas and the Mercedes-AMG PETRONAS F1 Team will collaborate to produce a full collection of apparel, footwear and accessories tailored for both the team and its fans.
According to Adidas, this partnership aims to push boundaries in a sport where every millisecond counts, with team kits designed to meet the unique requirements of each role. Fans will also have access to these items, including exclusive limited-edition releases planned throughout the year.
Toto Wolff, Co-owner, CEO and Team Principal of the Mercedes-AMG PETRONAS F1 Team, said: “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.”
Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, also highlighted performance as the core of this deal.
Sanders added: “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.”
The cultural shift Sanders highlighted is evident in Formula 1’s recent partnerships. Last year, the organisation made its focus on younger audiences clear by securing deals with brands like Hot Wheels and Lego.
Meanwhile, Formula 1 teams have struck partnerships with diverse major companies across various sectors, from crypto exchange Kraken to apparel giant Puma, a direct competitor of Adidas.
Bjørn Gulden, CEO of Adidas, commented on this commercial growth of Formula 1, saying: “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.”
