Adidas enters F1 as partner of Mercedes-AMG Petronas

Adidas will replace Puma as the official clothing supplier for the Mercedes-AMG Petronas F1 team, marking its entry into Formula 1.

This deal, valued at a minimum of $30 million, will see Adidas design a comprehensive range of clothing, footwear, and accessories for the entire team, including drivers, mechanics, and engineers.

Bjørn Gulden, CEO of Adidas, expressed his excitement: “We are delighted to return to the world of motorsport. Formula 1 is experiencing tremendous growth and has now become a significant sport for both fans and urban culture. We are proud to support the iconic Mercedes-AMG Petronas F1 team and work together to push boundaries both on and off the track.“

Toto Wolff, co-owner, CEO, and team principal of Mercedes-AMG Petronas F1, added: “Adidas is a brand that shares our passion for high performance and sophisticated style. This partnership not only redefines the future of team apparel but also revitalizes the fanwear range. We look forward to competing for world championships alongside Adidas.”

In addition to team clothing, the collaboration will feature limited-edition lifestyle product launches aimed at attracting a new generation of fans. The clothing line will be unveiled soon and will be available through Adidas and Mercedes AMG-F1 e-commerce platforms, as well as selected retail outlets.