Mercedes and Adidas enter into “groundbreaking” apparel partnership deal

Mercedes has confirmed Adidas as an official team partner with the fashion brand signing a multi-year deal to provide kit for the entire squad.

The announcement has been expected for some time since leaked images of Adidas-branded Mercedes clothing were spotted last year.

It is the first time Adidas has entered F1 and the company has claimed its involvement will “break new ground” by designing each piece of team kit for the individual requirements of the person wearing it.

The move is a timely coup for Adidas, who recorded annual losses in 2023 and lost face last year when the Germany national football controversially ended their long-standing partnership in favour of signing on with Nike from 2027.

Puma and Tommy Hilfiger had been working with Mercedes up to last season, but the former will make way now the new Adidas deal has come into effect.

Former Mercedes driver Lewis Hamilton is a brand ambassador for Tommy Hilfiger but he has joined Ferrari for 2025, while Puma has been on board at Mercedes since 2012.

The team’s apparel has also been produced by Hugo Boss and Henri Lloyd in the past, but the Adidas agreement is believed to be the biggest of its kind that the series has ever seen.

“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” said Mercedes boss Toto Wolff.

“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.”

The range will be unveiled in February ahead of the 2025 season and will include clothing, footwear and accessories designed specifically for Mercedes fans, while numerous limited-edition items have also been promised.

George Russell, Mercedes F1 W15

Photo by: Lubomir Asenov / Motorsport Images

“We are very happy to be back in the world of motorsport,” said Adidas CEO Bjorn Gulden. “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. 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 Adidas is new to F1, there have been reports it could follow up on the deal with Mercedes by striking a similar agreement with Audi when it completes its full takeover of the Sauber marque from 2026.