Adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS Formula One Team, marking its official entry into the pinnacle of motorsport: Formula 1. This collaboration unites two global icons and represents a pivotal moment in adidas’ illustrious history as it ventures into one of the world’s fastest-growing sports.
Revolutionizing Team Performance and Fan Style
As the Official Team Partner of the Mercedes-AMG PETRONAS F1 Team, adidas will design and produce a complete range of apparel, footwear, and accessories tailored to the unique demands of Formula 1. The partnership extends to drivers, mechanics, engineers, and fans alike, combining cutting-edge performance with sophisticated style.
The first adidas x Mercedes-AMG PETRONAS F1 Team collection will be unveiled in February 2025, coinciding with the start of a highly anticipated season. This range will include specially engineered team kits optimized for performance and lifestyle collections designed to captivate fans. Limited-edition drops throughout the year will add an exclusive edge to the collaboration.
Shared Values: Speed, Innovation, and Excellence
Built on a shared commitment to excellence, this partnership brings together adidas’ 75 years of experience in athletic innovation and Mercedes-AMG PETRONAS’ relentless pursuit of perfection in motorsport. Together, they aim to push the boundaries of performance, style, and fan engagement in Formula 1.
Bjørn Gulden, CEO of adidas, expressed his enthusiasm:
We are thrilled to be back in the world of motorsport. Interest in motorsport, and Formula 1 in particular, has been growing exponentially, reaching new audiences and influencing sport and street culture alike. We are incredibly proud to introduce the Three Stripes into F1 as the Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams in history. Together, we share a passion for speed, innovation, and performance. On the track, we will support the drivers and team in pushing limits, and off the track, we aim to redefine fan engagement through exciting lifestyle products. We look forward to winning together.
Toto Wolff, Co-owner, CEO, and Team Principal of the Mercedes-AMG PETRONAS F1 Team, echoed the sentiment:
Our partnership with adidas is a clear statement of intent as we begin a new chapter for our team. Adidas is an iconic brand that shares our commitment to peak performance, style, and sophistication. This groundbreaking collaboration will redefine team and fanwear in our sport. We are excited to break new ground and work together as we strive for world championships.
Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, added:
Performance is at the heart of everything we do. The essence of our relationship with adidas is built on this shared value. Adidas has achieved record-breaking success in numerous sports, and bringing its expertise into F1 is both an honour and an incredible opportunity. Together, we’ll innovate teamwear and fanwear to chase every millisecond of performance on and off the track.
Cultural Impact and Fan Engagement
Formula 1 is undergoing a cultural renaissance, captivating new generations of fans worldwide. Adidas and Mercedes-AMG PETRONAS aim to capitalize on this momentum by offering fresh, innovative fanwear that resonates with loyal supporters while attracting new audiences.
This partnership signals a bold new direction for both adidas and Mercedes-AMG PETRONAS, setting the stage for an exciting 2025 season and a lasting legacy in Formula 1.
