After being dropped by the DFB

Mega deal official! Adidas joins Formula 1

Adidas becomes sponsor of Mercedes in Formula 1.

(Bild: AFP)

Adidas' new mega-deal is now official following the German national soccer team's demise: the sporting goods manufacturer is to sponsor Mercedes in Formula 1!

There have been rumors since the summer, but now the cat is out of the bag. Mercedes announces "a multi-year partnership" with Adidas. "Our partnership with Adidas is a clear commitment from our team as we begin to write our next chapter. Adidas is an iconic brand that shares not only our commitment to excellence, but also to style and elegance," said Team Principal Toto Wolff. "This announcement therefore represents a ground-breaking collaboration that will redefine what team and fan apparel means in our sport. We look forward to embarking on this new journey and working with Adidas as we strive to fight for world championships together."

This means that Puma and Tommy Hilfiger are no longer part of Mercedes. The new supplier will be Adidas. "A comprehensive collection of apparel, footwear and accessories for the entire team and its fan base" is planned for 2025. 

"We are delighted to be returning to the world of motorsport," explains Björn Gulden, CEO of Adidas, adding that the company is "very proud" to be working with "one of the most successful teams of all time" with immediate effect.

First collection in February
Adidas' 70-year partnership with the DFB ends in 2026. Competitor Nike will become the kit supplier of the German footballers from 2027. Adidas has now found a top-class replacement in the Mercedes Formula 1 team. The first Adidas/Mercedes collection for the new season is to be presented in February. Testing will take place in Bahrain at the end of February (February 26 to 28). The first race will take place on March 16 in Melbourne (Australia).