German sportswear brand Adidas will join Formula One as the official kit supplier for the Mercedes Formula One team in a multi-year partnership announced on Tuesday, marking the start of the post-Lewis Hamilton era. Previously, Puma had partnered with the once-dominant team, which finished fourth overall in Hamilton’s final season before his move to Ferrari. As part of the new collaboration, Adidas will also design a line of casual sportswear for the Silver Arrows’ drivers and staff, with limited edition releases planned throughout the season.
It’s a big step up for the Herzogenaurach-based company, which currently only partners with football clubs and athletes. However, the multi-million-dollar deal could help offset the F1 outfit’s annual losses and boost merchandise sales—which have jumped by more than 10% since 2018, according to F1 supplier Fanatics.
While it’s unclear whether the deal will generate the same income level as that generated by Puma and Tommy Hilfiger, a high-end fashion brand is a welcome addition to the Formula 1 fold. With brands such as Palm Angels and Alpha Tauri already proving that fashion companies can create successful F1 apparel lines, the new Adidas x Mercedes collection could be a big hit.
In a statement, Mercedes said: “We are excited to welcome Adidas as our new team partner for the 2025 Formula One season and beyond. This is a milestone for the sport, as Adidas will become the first brand to design and manufacture the complete range of racewear and leisure wear for an entire Formula One team. We believe this will set a new standard in both the quality of the product and how it is delivered to the fans.”
Mercedes’ previous clothing partners had been Puma and Tommy Hilfiger, but the American firm’s contract was rumored to be ending after Hamilton left for Ferrari. The move to bring in Adidas was expected and had already been flagged up in media reports last year after leaked images of branded apparel were spotted.
In a separate announcement, the Brackley-based team also unveiled a collaboration with RAEBURN, the London-based creative studio known for its upcycling ethos and repurposing surplus materials. The resulting collection, which will be available to buy, uses parts of the Mercedes-AMG PETRONAS Formula One cars’ race suits and helmets to create elevated pieces.