On January 7, 2025, adidas officially announced a multi-year partnership with the Mercedes F1 Team, following the team’s departure from Puma. For the fashion brand that’s traditionally linked to sports, this is a historic step as they enter the highest grade of motorsport for the first time.
Adidas is a global leader in the sporting goods industry, generating sales of €21.4 billion in 2023 and employing more than 59,000 workers worldwide. Mercedes F1 team, based in Brackley and Brixworth, employs over 2,000 people. Since returning as an F1 constructor in 2010, they have won seven consecutive Drivers’ Championships and eight consecutive Constructors’ Championships in just over a decade. By the end of the 2024 Formula 1 season, the team had achieved an impressive 120 wins, 281 podium finishes, 133 pole positions, and 100 fastest laps.
Together, both brands are building on a shared commitment to performance and excellence. It’s just a lucky coincidence that this partnership comes on the 75th anniversary of the Formula 1 World Championship, just a year after adidas celebrated its 75th anniversary. Bjørn Gulden, CEO of adidas, cited the potential new market as one of the main reasons for joining forces with Mercedes:
“Formula 1 (…) has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture.”
During the 2025 season and beyond, adidas plans to create a complete range of apparel, including a specially designed team kit tailored to the individual needs of each team member, as well as footwear, accessories, and several limited-edition drops throughout the year. The designs will be available not only for the drivers, mechanics and engineers, but also for Mercedes’ global fanbase.
House of Heat posted an exclusive sneak peek of the collection, which will officially drop on February 6 in preparation for the upcoming season starting in March. Fans can also already spot the famous three stripes in the first pre-season interview with George Russell, where he is wearing an adidas track jacket, shoes and socks, all cleverly positioned to be the central part of the shot.
