P1racenews AI automatic summary:
Mercedes has begun life after Lewis Hamilton by putting in place what it claims is a ‘groundbreaking’ Formula 1 deal with German sportswear brand Adidas
Mercedes has initiated a new era post Lewis Hamilton by securing a ‘groundbreaking’ Formula 1 deal with Adidas, marking the sportswear brand’s first official sponsorship entry into F1. Adidas had been seeking a high-profile platform after losing the German national football team sponsorship to Nike. Through discussions with various F1 teams last season, Mercedes emerged as the preferred choice for Adidas. The collaboration was evident at the Austrian Grand Prix with images of mocked-up Mercedes team shirts featuring Adidas’s iconic three stripes. This deal signifies Mercedes’ strategic move towards a comprehensive partnership with Adidas, offering increased revenue and expanded commercial opportunities. Mercedes team principal Toto Wolff emphasized the significance of the partnership, highlighting the mutual dedication to performance, style, and sophistication between the two iconic brands. The collaboration aims to redefine fanwear in F1, with a focus on personalized team wear tailored to the individual needs of each team member.
