Maximilian Bente has taken on the position of Category Director Creation Motorsport at Adidas. He has been with the company for eleven years and, after several years as Product Manager for Adidas Originals, was most recently Category Director Global Brands Footwear Concepts, according to his LinkedIn profile. Bente comes from Germany, grew up in the USA and describes himself as a sneakerhead and car lover.
Adidas made a big return to Formula 1 motorsport in January 2025 as the official team partner of the Mercedes-AMG Petronas F1 Team. Adidas equips the entire team, including drivers, mechanics and engineers. Bjørn Gulden, CEO of Adidas, said at the time: “We are very excited to be returning to the world of motorsport. Interest in motorsport in general and Formula 1 in particular has grown significantly. It is reaching new consumers and is having a major impact on the sport and street culture. We are very proud to bring the Three Stripes into Formula 1 as an official team partner of the Mercedes-AMG Petronas F1 Team – one of the most successful teams of all time.” As part of the cooperation, Adidas also wants to introduce “exciting lifestyle products” and “expand the reach to a new generation of fans,” Gulden continued.
In mid-November, Adidas launched its new Mercedes-AMG Petronas F1 fan collection, inspired by early 2000s streetwear, US sports culture and the energy of nighttime Las Vegas. A tribute to the fusion of sports culture and style that represents the Las Vegas Grand Prix.