Adidas Joins Mercedes-AMG F1 Team as Sponsor

Adidas has secured a multi-year sponsorship deal with the Mercedes-AMG PETRONAS F1 Team, marking its inaugural foray into the world of Formula 1. This partnership will see Adidas replacing both Puma and Tommy Hilfiger as the team’s official apparel partner. The collaboration aims to produce a new collection of clothing, footwear, and accessories specifically designed for the Mercedes team and its fans, with the first items set to be revealed in February 2025.

Team Principal Toto Wolff emphasized the focus on performance and style, framing this partnership as a pivotal moment for the team's future. He highlighted the shared commitment of both brands to innovate in team and fanwear. Adidas CEO Bjørn Gulden also expressed enthusiasm about the company’s return to motorsport and its opportunity to engage with a younger demographic through lifestyle products. This strategic move reflects a broader goal to enhance Adidas's presence in motorsport while supporting Mercedes in their competitive efforts.