German apparel giant Adidas has signed a multi-year deal to ‘design and create a complete range, combining performance and style for the entire team, including drivers, mechanics and engineers’ for the Mercedes F1 team.
After Lewis Hamilton announced his move to Ferrari in early 2024, F1 pundits speculated that Mercedes would take a significant financial hit as a result of losing their most prized asset.
However, the Silver Arrows have bounced back well and have now signed Adidas as their new teamwear partner. This will be the clothing company’s first step into the world of F1.
Discussing the new partnership, team principal Toto Wolff said: “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 means in our sport. We are excited to break this new ground and work with Adidas as we collectively strive to fight for World Championships.”
Adding to Wolff’s comments, Adidas CEO Bjorn Gulder said: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula one 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 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 product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and to win together.”
While Mercedes are making moves off the track, they have a tough task ahead of them to return to prominence on it. The Brackley-based squad finished fourth in the Constructors’ Championship standings in 2024 and rarely demonstrated the pace required to take the fight to the three teams ahead of them.
