Adidas has entered Formula 1 for the first time in its history in a global partnership with the Mercedes team. The German sportswear brand has signed a multi-year deal with Mercedes. Together, they plan to create "a complete range of apparel, footwear and accessories for the entire team and its fanbase". The signing comes following the conclusion of the team's previous partnerships with Tommy Hilfiger and Puma, which supplied their teamwear, footwear and race suits up until the end of the 2024 season.
Tommy Hilfiger was a personal sponsor of Lewis Hamilton and the timing of their departure coincided with the seven-time F1 champion's switch to Ferrari. However, though it could have been a financial blow, it is understood Mercedes are set to make more from their new partnership.
While their previous partnerships with Hilfiger and Puma generated around £6million per year combined for Mercedes, the Adidas deal is said to be worth significantly more than that and bring in an eight-figure sum for the team every season. Commenting on the announcement, team principal Toto Wolff asserted it was "a clear statement of intent" from Mercedes as they begin life without their star racer. He said: "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.".
