The Mercedes Formula 1 team is set for a transformative 2025 season, marked by major changes both on and off the track. With Lewis Hamilton leaving for Ferrari, George Russell stepping up as the lead driver, and rookie Kimi Antonelli joining the ranks, the team’s lineup already signals a shift. However, the reinvention goes further, as Mercedes ends its long-standing apparel partnerships with Puma and Tommy Hilfiger, opting to collaborate with Adidas—a historic rival to its previous sponsor.
Puma has been a dominant force in motorsport apparel, supplying uniforms, shoes, and fan gear to numerous teams, including Ferrari, Williams, and Porsche. Its comprehensive license with Formula 1 positioned it as the go-to brand for racing gear globally. Despite its prominence, Puma’s efforts to achieve crossover success in markets like the U.S., where racing has grown in popularity thanks to Netflix’s Formula 1: Drive to Survive, have faced challenges. Even high-profile collaborations, such as making A$AP Rocky its F1 creative director, haven’t reached the expected cultural impact.
Adidas, on the other hand, brings a fresh perspective, focusing on a broader, more globally resonant approach to sporting apparel. Known for its success in soccer and basketball, Adidas plans to create stylish yet practical fan merchandise that appeals beyond the paddock. Simple yet iconic items, like a Three Stripes hoodie featuring the Mercedes Silver Arrows logo, could bridge the gap for North American fans. Adidas also hints at offering race-specific limited editions and premium fan gear inspired by the drivers’ race-day outfits. Shoes are part of the deal as well, with driver boots for Russell and Antonelli already confirmed, and the possibility of Mercedes-branded sneakers, such as the Gazelles, tantalizing fans.
The partnership kicks off immediately, debuting at the 2025 Australian Grand Prix on March 16. With Adidas’s global reach and innovative design ethos, this collaboration could redefine F1 team merchandise, making it more accessible and appealing to a worldwide audience. This new era for Mercedes not only signifies change but also an opportunity to redefine its identity on and off the track.
