Adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, marking the brand’s entry into Formula 1. From what is understood, the collaboration will focus on creating a range of apparel, footwear, and accessories for the team and its fanbase. Adidas aims to leverage its 75 years of experience working with athletes to support the team in its pursuit of success throughout the 2025 season and beyond.
“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 win together.” Bjørn Gulden, CEO, adidas, said.
The partnership will produce customised team kits designed to meet the specific needs of each team member. According to the company, the apparel will also be available to fans, with limited edition drops planned throughout the year. The adidas x Mercedes-AMG PETRONAS F1 Team collection will be unveiled next month and will be available for purchase through various online platforms and adidas wholesale accounts.
“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,” Toto Wolff, co-owner, CEO and team principal, Mercedes-AMG PETRONAS F1 Team, added.