German sports equipment giant Adidas is entering the lucrative Formula 1 market by formalizing a multi-year partnership with the Mercedes team.
Adidas and the Mercedes F1 Team will create a comprehensive range of clothing, footwear and accessories for the entire team and, of course, the fans throughout the 2025 season and beyond. Several limited editions are also planned, knowing that the first range will be unveiled in February. This is obviously a big blow for Adidas, which is making a thunderous entry into Formula 1 marketing; what’s more with the Mercedes team where Lewis Hamilton wrote his legend with no less than 7 world championship titles.
A partnership of choice on and off the paddock
Unsurprisingly, the company’s CEO, Bjørn Gulden, did not fail to welcome « ce return to the world of motorsport »confirming the growing interest of the general public in motorsport in general, and Formula 1 in particular. The executive also praised the Mercedes team, one of the most successful teams of all time. « NWe are extremely proud to introduce the Three Stripes to F1 as an official partner of the Mercedes-AMG PETRONAS F1 Team (…) Together we share a passion for speed, innovation and performance (… ) Off the track, we will bring a new perspective to the sport by introducing exciting lifestyle products and extending the reach to a new generation of fans. »
