German apparel and footwear brand Adidas has made a significant leap by entering the world of Formula 1 as the kit supplier for the Mercedes F1 team. Announced on Tuesday, this multi-year partnership marks the dawn of the post-Lewis Hamilton era for the once-dominant team, who finished fourth overall during Hamilton's final season with Mercedes.
The announcement came coincidentally on Hamilton's 40th birthday, as it was revealed he is set to race for Ferrari starting in 2025. The partnership with Adidas was anticipated and alluded to within media reports last year, following the leakage of images showcasing the new branded apparel. Mercedes confirmed the specially-designed kit would not only cater to the team’s needs but will also be available to fans, with limited editions planned for release throughout the year.
"Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team," stated Mercedes principal Toto Wolff. It has been revealed the range will include not only apparel but also footwear and accessories, all of which are set to be unveiled next month just before the season commences on March 16, 2025, at the Australian Grand Prix.
This move sees Adidas officially entering Formula 1, as the brand has been exploring opportunities within the sport for some time. Previously, its involvement with Formula 1 was limited to minor arrangements, featuring logos associated with drivers such as Michael Schumacher and various teams like Footwork and Larrousse dating back to the 1990s. A buzz began to form around Adidas’s impending entry during discussions last season, where Mercedes emerged as the frontrunner.
Indeed, tension was palpable at the Austrian Grand Prix during the previous season when spy shots surfaced, showcasing mocked-up Mercedes team shirts emblazoned with Adidas’s iconic three stripes. This moment suggested just how far discussions between the two parties had progressed. Prior to committing to the partnership, Adidas was actively seeking high-profile opportunities following its loss of iconic sponsorship rights with the German national football team. This loss, with rival Nike set to take over from 2027, left Adidas on the hunt for alternatives. The burgeoning era of Liberty Media's ownership of Formula 1 provided the perfect fit, aligning with the brand’s goal of reaching out to the sport’s younger audience.
From Mercedes’ perspective, collaborating with Adidas seemed like the perfect commercial and marketing strategy, made all the more valuable against the backdrop of its post-Hamilton transition. The timing could not have been more optimal, as Mercedes has long sought opportunities to streamline its branding and partnerships. Historically, the team's previous fashion collaborations were dominated by the seven-time world champion Hamilton. His influence had shifted the brand's partnership from Hugo Boss to Tommy Hilfiger, the latter being limited to team and travel wear, necessitating different arrangements for racewear with Puma.
With Adidas stepping up to the helm, both brands are expected to work on unique custom arrangements for team wear, tailoring designs based on the individual needs of each team member. While specific financial figures behind this agreement have not been disclosed, sources suggest this Adidas sponsorship is projected to deliver increased revenue compared to the previous agreements with Tommy Hilfiger and Puma.
Toto Wolff characterized the deal as more than just financial; it’s about creating something groundbreaking. He added, "Adidas is an iconic brand, one...to peak performance but to style and sophistication too. This announcement, portanto, signifies the onset of a new era for Mercedes where fan merchandise gets the upgrade it desperately needs."
With this partnership firmly established, Mercedes looks set to continue its legacy, even as it navigates the future without its star driver. The intricacies involved, from integrating Adidas’s reputation for quality with Mercedes’s longstanding traditions and success, promise exciting innovations not just for the team but for fans eagerly awaiting the fresh offerings of branded merchandise.
From team apparel to fanwear, the collaboration heralds new possibilities for engagement with both loyal supporters and fresh audiences, reaffirming Mercedes's standing as one of the most commercially attractive teams, even without Hamilton. With the new season on the horizon, fans and industry insiders alike share anticipation about how this partnership will redefine team and fanwear within the exhilarating world of Formula 1. The next chapter for Mercedes, still bright and brimming with potential, is about to commence.