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.

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.”

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.