Adidas targets new consumers with F1 partnership - footwearbiz: Leadin

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Adidas targets new consumers with F1 partnership

16/01/2025

Sports brand adidas has signed a multi-year partnership with Mercedes-AMG Petronas F1, and will create clothing, footwear and accessories for the team and its fanbase. 

Limited-edition drops are also planned throughout the year.

Bjørn Gulden, CEO of adidas, said: “Interest in motorsport in general, and Formula 1 in particular, has been growing. It is reaching new consumers and has a big influence on sport and street culture. 

“We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans.”

The adidas x Mercedes-AMG Petronas F1 Team range will be unveiled in February.

 



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