Mercedes F1 Announces Groundbreaking Deal with Adidas for 2025 Season
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Mercedes F1 team partners with Adidas in groundbreaking deal for 2025 season. The German sportswear giant will supply team apparel, signaling a new chapter for the team post-Hamilton era.
Mercedes has secured a historic partnership with Adidas, which will become the team's official kit supplier starting from the 2025 Formula 1 season. This marks the German sportswear giant's first-ever foray into Formula 1, further solidifying Adidas' commitment to performance-driven partnerships.
Adidas Makes Its F1 Debut with Mercedes Partnership
In a move set to redefine F1 team wear, Mercedes and Adidas have inked a multi-year deal that will see Adidas design and supply a complete range of apparel for the team. This includes tailored clothing for every team member, footwear, and accessories. Mercedes also plans to release Adidas-branded fan gear, giving supporters the opportunity to wear the same iconic designs as the team.
The first line of merchandise from the collaboration will be unveiled in February 2025, aligning with the launch of Mercedes' new car for the upcoming season. The partnership marks a new chapter for the Silver Arrows, as they prepare for a post-Lewis Hamilton era with the backing of one of the most iconic brands in the sportswear industry.
Toto Wolff Calls Deal “A Statement of Intent”
Toto Wolff, Mercedes F1 team principal, expressed his enthusiasm for the deal, emphasizing Adidas’ alignment with the team’s focus on both performance and style. "Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team," Wolff said. "Adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This collaboration will redefine what team and fanwear means in our sport."
Wolff further highlighted that the team is excited to work with Adidas as they continue their quest for Formula 1 world championships, signaling that the partnership is not just about apparel but a strategic move to elevate the team's presence both on and off the track.
Mercedes Shifts from Tommy Hilfiger to Adidas
Prior to this deal, Mercedes had partnered with renowned American fashion designer Tommy Hilfiger for their team kit. However, the move to Adidas marks a significant shift in the team’s brand strategy. With the departure of Lewis Hamilton from Mercedes at the end of the 2024 season, this new partnership may pave the way for Hilfiger to follow Hamilton to Ferrari. Hamilton has been a global brand ambassador for Hilfiger and worked on exclusive designs with the fashion house.
Adidas Expands Presence in Motorsport
For Adidas, the move into F1 signals a new era of engagement with motorsport fans and enthusiasts. Bjørn Gulden, CEO of Adidas, expressed excitement about the brand's return to the world of motorsport. "We are very happy to be back in the world of motorsport. 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," Gulden stated.
Adidas is eager to help Mercedes and its drivers push the limits of performance on the track while also introducing fresh, lifestyle-driven products that appeal to the next generation of fans. "Together, we share the passion for speed, innovation, and performance. Off the track, we will bring a fresh perspective to the sport by introducing exciting lifestyle products," Gulden added.
Formula 1 Partnerships Continue to Evolve
While the financial details of the deal have not been disclosed, it’s clear that this collaboration is set to strengthen both Mercedes and Adidas’ positions in the F1 ecosystem. Mercedes' new partnership with Adidas comes after a significant sponsorship deal between Adidas and Manchester United, worth £900 million over 10 years. Though this Mercedes-Adidas deal may not reach that magnitude, it’s notable that both Mercedes and Manchester United are part-owned by the INEOS group, led by billionaire Jim Ratcliffe.
As the 2025 season approaches, the Mercedes F1 team and Adidas are poised to make a significant impact on both the motorsport world and broader sports culture with their innovative collaboration. Fans will get their first look at the new kit and merchandise when it’s unveiled early next year.
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