Mercedes Formula 1 team is reportedly set for a significant change in its teamwear as it transitions from Puma to Adidas as its official clothing partner beginning next year.
The move to Formula 1 aligns with Adidas CEO Bjorn Gulden's strategy to embrace a sport witnessing substantial growth, especially among younger fans. During an interview with Bild, as quoted by Autosport, Gulden commented:
"[F1 is a] sport that has strong growth - also among the younger generation. We are talking to several teams. Most Formula 1 contracts run until 2026, so I hope we can come to a conclusion."
While the new partnership has been confirmed by sources, as per the report from Autosport, there has been no formal announcement from either Mercedes or Adidas yet. Sources indicate that discussions are in highly advanced stages, and this pairing was substantiated at the Austrian Grand Prix last weekend where prototypes of new team shirts adorned with Adidas' iconic three stripes were seen.
This teamwear transition signifies the end of Mercedes' longstanding partnership with Puma, which was actually also spearheaded by Bjorn Gulden during his tenure as CEO at Puma.
Bild also stated, as quoted by GrandPrix.com:
"From 2025, Adidas will equip the Mercedes Formula 1 team.
"But according to our information, the deal is fixed. The sports goods manufacturer is said to have already presented the first designs to the team."
The upcoming departure of seven-time champion Lewis Hamilton from the Brackley-based squad to Ferrari at the end of 2024 adds another layer of uncertainty regarding Mercedes' clothing partnerships. Hamilton's move raises questions about the future of Mercedes' collaboration with Tommy Hilfiger, which has been significantly tied to Hamilton's personal brand. Hamilton spoke about the potential of Tommy Hilfiger moving to Ferrari with him, explaining:
"To be honest, I don't know what the team is planning. But Ferrari has its own things going on. That's why they won't be coming to Ferrari with us."
At this stage, Mercedes has not confirmed these rumors and an official statement is anticipated shortly.
Mercedes is heading into the upcoming British Grand Prix on the back of George Russell's victory in Austria. Currently fourth in the Constructors' Standings with 196 points, the Brackley-based squad has a gap ahead of it to McLaren which is currently running in third with 268 points. Red Bull currently leads the Constructors' Championship followed by Ferrari.
George Russell and Lewis Hamilton are running in seventh and eighth position in the Drivers' Standings with 111 and 85 points, respectively.
