Two iconic and historical brands are joining their forces, hoping to succeed together. Sportswear and activewear brand Adidas has officially become a Mercedes F1 partner, marking the beginning of the apparel seller’s collaboration with the top single seaters championship.
Innovation that excites
In particular, the duo will combine their years and years of sports experience to create a clothing and merchandise range suitable fans and the Brackley-based team alike, which will also include a footwear and accessories line.
By becoming Team Partner on a multiyear basis, Adidas will also provide several limited edition apparel drops for the team who has won eight championships, replacing Mercedes’s former sponsor Puma, which had been tied to for thirteen years.
A new era for Adidas in F1
Firstly, CEO of Adidas Bjørn Gulden has commented on the announcement, highlighting the significance of the partnership in the sports brand’s history:
“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.”
Strong rumours of Adidas broadening their F1 presence by signing a deal with newcomers Audi as well are spreading:
“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.”
A new partner
Mercedes Team Principal Toto Wolff also saluted the signing and the collaboration with the popular brand:
“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.” He concluded.
The first collection jointly produced by the two brands will launch ahead of the beginning of the 2025 Formula 1 season, which will feature the completely new lineup of George Russell and Andrea Kimi Antonelli.
