Mercedes Shakes Up F1 Sponsorship: Adidas Takes Over from Puma in 2025
The iconic Mercedes-AMG F1 team is making waves by changing their official team apparel supplier from Puma to Adidas starting in 2025, marking the end of a 12-year collaboration. This news, initially reported by German publication Bild, underscores a significant shift in Formula 1's commercial landscape.
An End of an Era with Puma
Since 2012, Puma has been a constant presence in the Mercedes-AMG garage, providing top-notch apparel for the team. This shift represents not just a change in clothing, but a strategic move in the brand partnerships within Formula 1. Puma, however, is no stranger to the winding roads of F1 sponsorship dynamics. Before their link with Mercedes, they had been supporting Red Bull Racing intermittently since 2007 until they transitioned to Castore in 2023. Ferrari has been in partnership with Puma since 2004, preceding Mercedes' association, and this long-term relationship has produced an extensive lifestyle collection apart from F1 merchandise.
Adidas: A Strategic Move
For Adidas, clinching this deal is a notable triumph over their archrival Puma. The history between these two brands traces back to the formation of Adidas by Adolf Dassler in 1924 and the subsequent creation of Puma by his brother Rudolf in 1948, both headquartered in Herzogenaurach, Germany. Adidas' win is significantly bolstered against the backdrop of other sponsorship reshuffles, such as losing the rights to manufacture the German national football team’s kits to Nike starting in 2027.
Broader Formula 1 Sponsorship Dynamics
In the ever-evolving world of Formula 1 sponsorships, change is the only constant. Besides Mercedes, Puma remains a prominent player with partnerships across teams like Ferrari and Williams, and they also supply merchandise for Formula 1 as a whole. This move by Mercedes to Adidas is a ripple in the larger sea of F1 sponsorships. Other major fashion players within the sport include Castore with McLaren and Red Bull, Kappa with Alpine, and Boss with the rebranded RB team.
More Changes Looming for Mercedes
Adidas' entry is perhaps just the start of a larger overhaul at Mercedes for the 2025 season. Lewis Hamilton's much-talked-about move to Ferrari has thrown multiple sponsorship deals into uncertainty. Police Sunglasses, a personal sponsor of Hamilton, is among those speculated to leave Mercedes. Similarly, other high-profile sponsors like IWC and Ritz Carlton are also expected to terminate their contracts at the season’s end. Notably, Monster Energy Drinks, a partner of Mercedes since its F1 re-entry in 2010, switched allegiance to McLaren in 2023. Amidst these changes, Tommy Hilfiger remains a question mark. The brand has a close tie with Hamilton, who became an ambassador in 2018. While speculation suggested Hilfiger could follow him to Ferrari, existing affiliations with Armani make this unlikely.
Conclusion: A New Chapter Begins
The impending switch from Puma to Adidas could signify the dawn of a new era in Mercedes' commercial strategy, echoing broader trends in the competitive and fast-paced world of Formula 1. Both on and off the track, sponsorship plays a pivotal role, and changes like these demonstrate the intertwining of sport, fashion, and business at the highest levels.