Adidas announces partnership with Mercedes F1
credit - Mercedes-AMG F1
Multi-year agreement between two iconic German brands
Adidas will take its first steps into the world of F1 after agreeing a multi-year partnership with Mercedes-AMG. The clothing powerhouse calls it a “significant moment” in its 75 year history that has seen it work with some of the world’s best athletes.
A range of apparel, footwear and accessories will be created by adidas for the Mercedes F1 team and the first team range will be unveiled in February ahead of the 2025 Formula One season.
Bjørn Gulden, CEO of adidas: “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture.”
Brands rush to join F1’s growing popularity
credit - Alpine F1
Tuesday also saw Alpine F1 announce a new partnership of its own, agreeing a multi-year deal with UK performance wear brand Castore.
Castore is growing its presence in motorsport and has already been seen in F1 on the clothing and cars of McLaren and Red Bull. As Alpine’s new official team kit partner, Castore will produce overalls and kits for drivers, pit crew and team bosses of Alpine’s F1 team, Academy and Sim Racing division, as well as manage and operate the official Alpine Racing retail website.
From left to right: Stefano Domenicali, President & CEO of Formula 1, Bernard Arnault, Chairman & CEO, LVMH Group, Greg Maffei, President & CEO, Liberty Media, and Frédéric Arnault, CEO, LVMH Watches. (credit - LVMH)
In October, luxury powerhouse LMVH agreed a global partnership with F1 which will see it have significant presence at races over the next 10 years. As part of the deal, several of LVMH’s iconic brands will be involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG Heuer.
The start of the 2025 F1 season
A first glimpse at the 2025 F1 liveries will happen at the first-ever all-team launch event featuring all 20 drivers at London's O2 Arena on February 18. Testing then takes place in Bahrain between 26-28 February before the season opens with the Australian Grand Prix in Melbourne on March 16.
words: Mike Booth