German clothing brand Adidas has taken a big step into the world of motorsport, partnering with Mercedes-AMG Petronas F1 team as its clothing, footwear, and accessories partner for a multi-year deal. Replacing previous merch partner Puma, Adidas is expected to kick off with its latest designs in February, closer to the start of the F1 season this year, and likely alongside the official unveil of the F1 team's new car and driver lineup. Adidas is set to provide apparel, footwear, and accessories to drivers, crew, and the team's fanbase for multiple seasons, as part of the deal.
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The brand has typically had a big presence in football, and has also signed deals in other popular sports such as basketball and tennis. However, this is the German brand's first major foray into motorsport, and signing with German constructor Mercedes-AMG Petronas F1 team will be a great way to get into the segment. Adidas is also said to be in talks with Audi F1, which will join the grid in 2026 replacing Sauber.
The product lineup will expectedly be available for fans as well, and will be sold through Adidas and Mercedes-AMG Petronas F1 Team web and retail stores. The F1 team competes in 2025 with multiple race winner George Russell and rookie Kimi Antonelli as part of its lineup, after the departure of seven-time world champion Lewis Hamilton following 12 seasons with the team.