German apparel giant Adidas has signed a multi-year contract to “design and create a complete kit that combines performance and style for the entire team, including drivers, mechanics and engineers” for the Mercedes F1 team.
After Lewis Hamilton announced his move to Ferrari in early 2024, Formula 1 pundits speculated that Mercedes would take a major financial hit as a result of losing its most valuable asset.
However, the Silver Arrows have bounced back well and have now signed Adidas as their new kit partner. This will be the clothing company’s first step into the world of Formula 1.
Discussing the new partnership, Team Principal Toto Wolff said: “Our partnership with adidas is a clear statement of intent as we begin to write the next chapter as a team. Adidas is an iconic brand, and they share our dedication not only to achieving the highest levels of performance, but to style and sophistication as well.
“So this announcement represents a groundbreaking collaboration that will redefine what team and fan apparel means in our sport. We’re excited to break this new ground and work with adidas as we collectively strive to fight for a world championship.”
Adding to Wolff’s comments, Adidas CEO Björn Golder said: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula One in particular is growing a lot. It is reaching new consumers and having a huge impact.” Impact on sports and street culture.
“We are extremely proud to introduce the Three Stripes to Formula 1 as an official partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams of all time.
Together, we share a passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track, we will bring a new perspective to the sport by offering an exciting lifestyle product and expanding reach to a new generation of fans. We look forward to supporting Mercedes AMG PETRONAS F1 and winning together.”
While Mercedes is making off-track moves, it has a tough task ahead of it to return to the lead on this track. The Brackley-based team sits fourth in the 2024 Constructors’ Championship standings and has rarely shown the pace needed to take the fight to the three teams in front of them.