Entry into Formula 1
After the DFB exit: Adidas bags a new contract
Updated on January 7, 2025 – 7:10 p.mReading time: 1 min.
Almost ten months after leaving the DFB team as supplier, Adidas has landed a new deal. A new collection will be presented in February.
Adidas is entering the world’s most important racing series as supplier to the Mercedes Formula 1 team. The world’s second largest sporting goods manufacturer replaces smaller rivals Puma and Tommy Hilfiger, whose contract with Mercedes-AMG expired at the end of the year.
Adidas boss Björn Gulden, who came from Puma, has been toying with getting involved in Formula 1 for a long time. “Interest in motorsport in general and in Formula 1 in particular has grown significantly,” said Gulden on Tuesday.
The contract with Mercedes runs for several years. Adidas will equip the two drivers George Russell and Andrea Antonelli as well as offer fan clothing. The collection is scheduled to be presented in February.