Adidas will provide sportswear and team apparel for Mercedes drivers, mechanics, engineers, and support staff. (Credit: Adidas)

German sportswear brand Adidas has made its first entry into the Formula 1 (F1) motor racing series through a new partnership with the UK-based Mercedes-AMG Petronas team.

The multi-year deal, which will begin with the upcoming 2025 F1 campaign, will see Adidas manufacture a range of clothing for the team including sportswear and team apparel for Mercedes drivers, mechanics, engineers, and support staff.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Adidas will also produce footwear and accessories as part of the range.

In addition, several “limited edition” clothing drops will be presented throughout the season.

Adidas chief executive Bjorn Gulden commented on the surging popularity of F1, stating: “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.

“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.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Mercedes F1 team chief commercial officer Richard Sanders added: “F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear, and accessories that engage our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team."

The move sees Adidas supplant previous Mercedes sportswear provider Puma, which had been the team’s sportswear supplier since 2012, a period of dominance for the side.

Puma will continue to have a strong presence in F1 having recently signed a kit supply deal with the Aston Martin team for the upcoming season, adding to its existing partnerships with the Ferrari, Sauber, and Williams teams. 

This year has also seen an end to Mercedes F1’s partnership with Tommy Hilfiger, the fashion brand that had partnered with the racing team since 2018.

In a new deal announced today (January 7), Tommy Hilfiger has agreed a partnership with F1 and will supply uniforms to its executives.