The Mercedes-AMG Petronas F1 Team has announced a multi-year partnership with adidas, marking a significant milestone for both brands.
The German sportswear giant succeeds PUMA as the team’s official clothing partner, making its debut in the pinnacle of motorsport.
This strategic alliance sees adidas design and manufacture a comprehensive range of high-performance apparel, footwear, and accessories for the entire Silver Arrows team, from drivers and mechanics to engineers and team personnel. Leveraging adidas’ expertise in cutting-edge sportswear, the partnership will focus on creating innovative gear tailored to the unique demands of Formula 1.
Beyond performance wear, adidas will develop exclusive, limited-edition collections for fans throughout the season, further engaging the passionate F1 fanbase with stylish and desirable merchandise.
Commenting on the occasion, Bjørn Gulden, CEO of adidas said, “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 the 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 products and extending the 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, 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 mean in our sport. We are excited to break this new ground 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, continued, “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honour but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.
“Our shared value of innovation will also be focused on bringing a refreshed energy to our wider fanwear ranges. F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear, and accessories that appeal to our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team.”
adidas has a long and storied history in sports innovation, establishing itself as a global leader in football, partnering with top teams and organizations worldwide, including UEFA, the Argentine Football Association, Leeds United, Eintracht Frankfurt, Como 1907, AFC Ajax, Al Nassr FC and Aston Villa FC. This alliance with Leeds United further reinforces adidas’s dedication to supporting football at all levels.
The Mercedes-AMG Petronas F1 Team will begin the 2025 season with drivers George Russell and Andrea Kimi Antonelli. Pre-season testing commences in Sakhir, Bahrain, on February 26, followed by the season-opening Australian Grand Prix on March 16.