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Mercedes and adidas Join Forces Ahead of 2025 F1 Season
The long-anticipated partnership between Mercedes and adidas is set to become a reality, culminating from a 15-year connection that is finally materializing ahead of the 2025 Formula 1 season. Both brands see this collaboration as an opportunity to enhance their visibility and performance in the high-stakes world of motorsport.
In addition to launching stylish fan apparel that carries the iconic three stripes, the collaboration focuses on technical innovations that adidas hopes will elevate Mercedes’ operational efficiency on the track. Richard Sanders, the Chief Commercial Officer at Mercedes, played a pivotal role in bringing this partnership to fruition. He emphasized that the collaboration aims to reinstate Mercedes as a leader in the sport, saying, “Financially, positioning-wise and brand-wise, all three of those things make this huge for us.”
In a bid to set themselves apart in Formula 1, Sanders noted that the teams have taken an unprecedented approach by optimizing their clothing for functional use. Traditionally, team management and mechanics donned similar apparel, which raised concerns about practicality, especially given the demanding nature of their roles. “Our management, we all sit wearing shirts and chinos, which is perfectly fine. But the mechanics used to wear almost the identical clothing and they’re changing tyres, working on the car, changing suspension. It just made no sense,” he explained.
Understanding the distinct needs of different team members has been a goal for Mercedes, and Sanders indicated that the revamped clothing line will prioritize comfort and performance for the mechanics and drivers alike. “The mechanics will wear apparel which is optimised for sporting performance and is better for them functionally,” he detailed. This initiative has been in the works for about three years, and Sanders expressed confidence in its uniqueness. “I’m hoping it will be very difficult for Red Bull, McLaren or Ferrari to copy us. We have a competitive moat built around our concept, which is ideal,” he added.
Sanders indicated that while performance enhancement drives much of this initiative, aesthetics and cleanliness of the overall kit also weigh significantly. He noted, “I’d love to say that the driving force behind it was pure performance. It was at least 60% of the concept, but cleaning up the kit and having it sportier was obviously quite important to adidas.”
The new apparel features a layering system designed to adapt to varying weather conditions. For instance, in hot climates, team members may opt for just one or two layers, while during cooler and wetter events, they will have the option to wear base layers. Feedback on the new designs will be gathered from team members during pre-season testing and the Australian Grand Prix, and further updates will be integrated throughout the season, with drivers George Russell and Andrea Kimi Antonelli also reaping the benefits.
Looking ahead, Sanders hinted at significant updates to be showcased during the Miami Grand Prix, suggesting a transformation in the Mercedes brand image. Furthermore, innovations tailored to the drivers’ performance, particularly in cooling and comfort, are also on the horizon. “adidas has taken a look at the drivers, particularly trying to keep them cool. The FIA are looking to address it at hot races, but they will focus on the cockpit. But adidas has actually addressed it outside of the cockpit,” he noted.
This partnership comes at a strategic moment for adidas, following the conclusion of its deal with the German Football Association in favor of Nike. Entering the realm of Formula 1 has presented unique challenges, but adidas has leveraged its extensive experience in football to navigate this new terrain effectively. “The way that adidas did that, it wouldn’t have worked for adidas just to bring in a new motorsport unit and try to effectively work in Formula 1,” Sanders remarked. “We have access to exactly the same capability that Real Madrid or Bayern Munich or Manchester United would have, and our sales already project a nine-figure sum in year one, positioning us among adidas’ top three licensees.”
As this collaboration unfolds, it signifies not just a merger of brands, but a strategic move that has the potential to reshape expectations within the Formula 1 landscape.
Source
www.autosport.com