Mercedes and Adidas enter into “groundbreaking” apparel partnership deal

Mercedes has confirmed Adidas as an official group companion with the style model signing a multi-year deal to offer equipment for the complete squad.

The announcement has been anticipated for a while since leaked photographs of Adidas-branded Mercedes clothes had been noticed final yr.

It’s the first time Adidas has entered F1 and the corporate has claimed its involvement will “break new floor” by designing every bit of group equipment for the person necessities of the individual sporting it.

The transfer is a well timed coup for Adidas, who recorded annual losses in 2023 and misplaced face final yr when the Germany nationwide soccer controversially ended their long-standing partnership in favour of signing on with Nike from 2027.

Puma and Tommy Hilfiger had been working with Mercedes as much as final season, however the former will make approach now the brand new Adidas deal has come into impact.

Former Mercedes driver Lewis Hamilton is a model ambassador for Tommy Hilfiger however he has joined Ferrari for 2025, whereas Puma has been on board at Mercedes since 2012.

The group’s attire has additionally been produced by Hugo Boss and Henri Lloyd prior to now, however the Adidas settlement is believed to be the most important of its type that the sequence has ever seen.

“Our partnership with Adidas is a transparent assertion of intent as we start to write down our subsequent chapter as a group,” mentioned Mercedes boss Toto Wolff.

“Adidas is an iconic model, one which shares our dedication not solely to peak efficiency however to model and class too.

“This announcement subsequently represents a groundbreaking collaboration that can redefine what group and fanwear means in our sport.

“We’re excited to interrupt this new floor and work with Adidas as we collectively try to combat for world championships.”

The vary will probably be unveiled in February forward of the 2025 season and can embody clothes, footwear and equipment designed particularly for Mercedes followers, whereas quite a few limited-edition objects have additionally been promised.

George Russell, Mercedes F1 W15

Photograph by: Lubomir Asenov / Motorsport Photos

“We’re very blissful to be again on the earth of motorsport,” mentioned Adidas CEO Bjorn Gulden. “Curiosity in motorsport basically and Components 1 specifically has been rising so much.

“It’s reaching new shoppers and has a giant affect on sport and road tradition. We’re extraordinarily proud to introduce the Three Stripes into F1 as Official Staff Associate of the Mercedes-AMG PETRONAS F1 Staff – probably the most profitable groups ever.

“Collectively, we share the fervour for pace, innovation and efficiency. We’ll assist the drivers and the group to push the bounds on the observe.

“Off the observe we’ll convey a recent perspective to the game by introducing thrilling way of life product and increasing the attain to a brand new era of followers. We stay up for supporting Mercedes-AMG PETRONAS F1 and to win collectively.”

Whereas Adidas is new to F1, there have been studies it might observe up on the cope with Mercedes by placing an identical settlement with Audi when it completes its full takeover of the Sauber marque from 2026.