How Mercedes has kicked off its post-Hamilton era with Adidas deal

Mercedes has begun life after Lewis Hamilton by putting in place what it claims is a ‘groundbreaking’ Formula 1 deal with German sportswear brand Adidas.

It is Adidas’s first official entry into Formula 1 as a sponsor, with its logos and branding having previously appeared as part of minor arrangements with drivers like Michael Schumacher and teams such as Footwork and Larrousse (below) in the 1990s.

Adidas had been on the hunt for a high-profile outlet for its company after losing its iconic sponsorship rights to the German national football team, with rival Nike having taken over that deal from 2027.

It was convinced early on that F1 would be a good fit, especially with the Liberty era having opened the door for a younger generation of fans.

It is understood that discussions took place with several teams over the course of last season, but by the middle of the year, it was clear that Mercedes was the favourite.

The scale of how far advanced discussions between the two parties had got became clear at the Austrian Grand Prix, when spy shots emerged in the Red Bull Ring paddock of mocked-up Mercedes team shirts featuring Adidas’s famous three stripes being evaluated.

From Mercedes’ perspective, a move to an all-encompassing deal with Adidas was a no-brainer from a commercial and marketing perspective – and the timing was perfect as it prepared for life after Hamilton.

Its previous fashion partnerships had been heavily influenced by the seven-time world champion – who played an instrumental role in the German manufacturer’s shift from a Hugo Boss partnership to a deal with Tommy Hilfiger from 2018.

That Tommy Hilfiger deal was only for team and travel wear though, and it meant a separate arrangement for racewear had to be done with Puma.

It is understood Mercedes had eyed opportunities to ramp things up over recent years but these had not reached fruition for various reasons.

However, with Adidas’ interest being piqued by the German football team situation, and Hamilton’s exit offering the chance for a clean slate choice, a deal has now come together that shows the German manufacturer remains very commercially attractive even without its most successful driver.

While no figures have been revealed, it is understood that the Adidas sponsorship is a step up in revenue compared to the Tommy Hilfiger and Puma package, plus it opens the door for wider commercial and marketing opportunities.

.@adidas x Mercedes-AMG PETRONAS F1: est. 2025 🤝 — Mercedes-AMG PETRONAS F1 Team (@MercedesAMGF1) January 7, 2025

Mercedes team boss Toto Wolff said: “Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team.

“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.”

As well as producing a range of fan merchandise, Mercedes and Adidas plan to work together on a unique arrangement to create team wear that is custom made for the individual needs of each member of personnel.

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