Adidas gets involved in F1 for the first time with Mercedes

As Mercedes enters a new era in 2025, without Lewis Hamilton, the Brackley team is also inaugurating a major new partnership. While Petronas obviously remains its title sponsor, the manufacturer is entering into a major agreement with another renowned German firm, Adidas.

This is the very first time in its history that the brand with the three stripes is involved in Formula 1, and the agreement includes the design and supply of equipment to outfit all members of the team. A collection with limited editions for fans of the team will also be released.

“Our partnership with Adidas is a true statement of intent as we open a new chapter for our team,” underlines Mercedes director Toto Wolff. “Adidas is an iconic brand, which shares our commitment to performance but with style and sophistication. This announcement is that of a revolutionary collaboration that will redefine the clothing of a team and its fans in F1.”

For Adidas, this new commitment to Formula 1 will make it possible to “target new customers” through a discipline that has “a great influence on sport and street culture”according to son PDG Bjørn Gulden.

“We are extremely proud to bring the brand with the three stripes into F1 as an official partner of the Mercedes-AMG Petronas team, one of the most successful in history,” he adds. “Together we share a passion for speed, innovation and performance. We will support the drivers and the team to push the limits on track. Off-track, we will bring a fresh perspective to F1 with our products.”

Mercedes will field young rookie Kimi Antonelli alongside George Russell for the 2025 season, after finishing in fourth place in the constructors' championship last year, their worst ranking since 2012.

In terms of sponsorship in Formula 1, note that the championship has formalized the arrival of Tag Heuer as official timekeeper, as part of the major partnership signed a few weeks ago with the luxury giant LVMH. The brand will thus make its return to the discipline, succeeding Rolex which assumed this role for many years.