Mercedes has announced that it has entered into a multi-term partnership with Adidas to become the marque’s official team partner from the 2025 Formula 1 season.
Adidas replaces previous partner Puma and will provide Mercedes with team kit, including footwear and accessories, that will be available to the team and the drivers.
The German sportswear brand’s entrance into F1 with Mercedes had long been touted as rumours emerged that a deal between the parties was progressing last year.
Mercedes has now announced the agreement which has been described as a “groundbreaking” event and will contain “several limited-edition drops” throughout 2025.
“Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team,” Mercedes Team Principal Toto Wolff said.
“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.”
Adidas embarks upon return to motorsport
Bjørn Gulden, adidas CEO, added: “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.”
The Adidas deal is also poised to have a bearing on Mercedes’ partnership with Tommy Hilfiger, a relationship which came about owing to Lewis Hamilton’s presence.
Hamilton has now departed Mercedes to move to Ferrari, though incumbent George Russell did also become an ambassador for the American clothing brand in 2024.
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