Mercedes announces a multi-year partnership with Adidas: details of the collaboration
After months of speculation, it’s now official: Mercedes has signed a sponsorship deal with Adidas, the iconic German sportswear brand. As part of the agreement, Adidas will produce all the clothing the Brackley-based team will use during the 2025 Formula 1 season.
The Adidas x Mercedes-AMG PETRONAS F1 Team clothing line will be unveiled next month, as confirmed in the official statement, and will be available online on the Adidas and Mercedes websites, as well as in physical stores.
Statements of the key figures
Bjørn Gulden, CEO of Adidas, said: “We are very happy to return to the world of motorsport. Interest in motorsport in general, and Formula 1 in particular, has grown enormously. It is reaching new consumers and has a significant influence on sports culture and streetwear. We are extremely proud to bring the Three Stripes into F1 as the Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever.
“We share a passion for speed, innovation, and performance. We will support the drivers and the team to push beyond their limits on the track. Off the track, we will bring a fresh perspective to the sport by introducing exciting lifestyle products and expanding its reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and winning together.”
Toto Wolff, Co-owner, CEO, and Team Principal of the Mercedes-AMG PETRONAS F1 Team, added: “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 that shares our dedication not only to peak performance but also to style and sophistication.
“This announcement represents a groundbreaking collaboration that will redefine the concept of team and fan apparel in our sport. We are excited to embark on this new journey 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, stated: “Performance is at the heart of everything we do. The core of our relationship with Adidas is rooted in this belief. Adidas is an iconic brand that has achieved record-breaking success in many other sports. Bringing them into F1 as part of our team is not only a great honor but also incredibly exciting. We look forward to working with them to reinvent what team apparel means, as we chase every millisecond of performance on and off the track.
“Our shared values of innovation will also focus on bringing a new energy to our fanwear collections. Formula 1 is experiencing a significant cultural moment, and we will build on this to offer apparel, footwear, and accessories that appeal to both our loyal fanbase and new audiences who are discovering our sport and team”, he concluded.
Photo: Mercedes-AMG PETRONAS F1 Team