You’re surely familiar with this brand: Adidas, the iconic three-stripe sportswear giant. For the first time, the German sportswear powerhouse is partnering with Mercedes-AMG PETRONAS for the 2025 Formula 1 season.
This ambitious partnership blends performance, style, and marketing strategy to redefine the team’s gear and fan experience. With F1’s popularity skyrocketing, this collaboration ushers in a new era for Mercedes, which is also turning a page this year after Lewis Hamilton’s departure. Here’s why this partnership could transform F1’s image.
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An alliance between two global sport icons
Adidas is more than just a sportswear brand—it’s an institution. With 75 years of experience, it has always been at the forefront of supporting elite athletes. By partnering with Mercedes-AMG PETRONAS, one of the most successful teams in F1 history (also celebrating its 75th anniversary), Adidas takes a strategic step to capture a new audience. This partnership includes designing a full range of apparel, footwear, and accessories tailored to the team’s needs on the track. Bjørn Gulden, CEO of Adidas, sees this alliance as a unique opportunity to expand the brand’s influence:
“Formula 1 is experiencing incredible growth, reaching new consumers and influencing sports and streetwear culture. We’re thrilled to become the official partner of Mercedes-AMG PETRONAS and push boundaries together on and off the track.”
This collaboration will also feature limited-edition fan collections that combine cutting-edge technology with sophisticated design. It’s a way to captivate a connected generation already passionate about the intersection of sports and fashion.
.@adidas x Mercedes-AMG PETRONAS F1: est. 2025 🤝
— Mercedes-AMG PETRONAS F1 Team (@MercedesAMGF1) January 7, 2025
Mercedes gears up for a fresh start
For Mercedes, this partnership marks a turning point. After a disappointing 2024 season, finishing fourth in the Constructors’ Championship, the team aims to reclaim its place at the top. With young prodigy Kimi Antonelli joining George Russell, Mercedes is positioning itself for the future while revamping its image. Toto Wolff, the team principal, expressed his enthusiasm:
“Adidas is an iconic brand that shares our dedication to performance and style. Together, we want to redefine the F1 experience for fans and teams alike.”
This vision extends beyond the track, with apparel and accessory lines designed to engage a broader, younger audience. F1, already enjoying a cultural boom thanks to initiatives like Netflix documentaries, offers the perfect platform to reinforce this momentum. With Adidas on board, Mercedes is set to make a bold statement.
Formula 1 as a gateway to fashion and culture
This initiative highlights a profound shift in how Formula 1 is perceived. Once solely focused on sporting performance, it’s now evolving into a crossroads of innovation, entertainment, and lifestyle. Adidas, with its expertise in streetwear, is perfectly positioned to capitalize on this trend. From exclusive collections to influencer collaborations, this strategy paves the way for a new era where F1 teams are not just racing machines but full-fledged brands. The involvement of other luxury houses like TAG Heuer and Louis Vuitton shows that F1 has become fertile ground for partnerships extending far beyond the sport itself.
This article explores how the partnership between Adidas and Mercedes-AMG PETRONAS is reshaping the relationship between sports and lifestyle in Formula 1. With innovative collections and a fan-focused strategy, this alliance opens up new horizons for the discipline and its stakeholders.
Source: Mercedes-AMG PETRONAS F1 Team
