adidas announces arrival in Formula 1 with Mercedes

adidas has entered into a strategic partnership with the Mercedes-AMG PETRONAS F1 Team that promises to revolutionise Fórmula 1® in terms of style and performance. In this new chapter, the three-stripe brand is entering the F1 universe, a global sport that continues to accelerate in popularity, fusing sports technology innovation with cutting-edge design. The multi-year agreement is a milestone for adidas as it partners with one of motorsport’s most iconic teams.

With more than 75 years of experience in designing and developing products for elite athletes, adidas is ready to bring that excellence to the pit stop. The partnership will focus on creating a comprehensive collection that will dress the drivers, engineers and mechanics, but also the thousands of fans who follow F1 as a cultural phenomenon. Customised uniforms, high performance clothing and exclusive products will be part of the offer, all designed to meet the demands of the sport and, of course, the urban lifestyle.

Bjørn Gulden, CEO of adidas, did not hide his enthusiasm: ‘Motorsport, and especially Formula 1, is reaching new audiences and has a huge impact on street culture. With this partnership, we are not only supporting Mercedes-AMG PETRONAS F1 to reach the top, but also taking the passion for speed and innovation to a new level. Our vision is not only to contribute to performance on the track, but also to offer a unique style for fans off the track.

Toto Wolff, co-owner and team principal, underlined the relevance of the partnership: ‘This collaboration with adidas is a statement of intent. It is an iconic brand that shares our obsession with performance and style. We are revolutionising the team’s apparel and taking the sophistication of Formula 1 to new heights.

Richard Sanders, Commercial Director of Mercedes-AMG PETRONAS F1, stresses that innovation is the key to the partnership. ‘Adidas is a brand that has dominated in many other sports, so teaming up with them is an honour and a great opportunity. We are committed to performance and this partnership will allow us to continue to push the boundaries, both on and off the track.’

The adidas x Mercedes-AMG PETRONAS F1 clothing and accessories collection promises to be much more than a team uniform. It will be a blend of technology, innovation and style, capable of capturing the essence of car culture, but also the pulse of urban fashion. Exclusive releases and limited editions are expected to appeal to both loyal F1 fans and a new generation of fans looking for a deeper connection to the sport and its team.

With the start of the 2025 Formula 1 season in sight, the world will get its first look at this collaboration that will change the way we experience motorsport. Stay tuned, as the team’s clothing range will be unveiled next month. The line between the track and the street is more blurred than ever.

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