Adidas enters F1 with Mercedes-AMG partnership, replacing Puma after 13 years

Adidas is set to make its Formula One debut in 2025, partnering with Mercedes-AMG Petronas F1 Team.

The Mercedes Formula One team has signed a multi-year partnership with German sportswear brand Adidas starting with the 2025 season.

Mercedes, long rumored to be in discussions with Adidas, has now officially announced the collaboration. Adidas will replace Puma, which has been Mercedes' supplier in Formula One since 2012.

Following the loss of its contract with the German Football Association (DFB) last year, Adidas is expanding its horizons. The brand is reportedly set to partner with the new Audi Formula One team when they join the grid in 2026 and has plans to collaborate with English soccer club Liverpool starting next season.

“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” said Toto Wolff, co-owner, CEO, and team principal of Mercedes. “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.”

Bjørn Gulden, Adidas’ CEO, said: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula One in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture.

“We are extremely proud to introduce the three stripes into F1 as official team partner of the Mercedes-AMG Petronas F1 Team – one of the most successful teams ever. Together, we share the 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 fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG Petronas F1 and to win together.”

The first joint project between Mercedes and Adidas under this partnership will debut in February, ahead of the 2025 Formula One season.