Photo: @MercedesAMGF1
Mercedes are set change its official team apparel supplier from Puma to Adidas for 2025, ending a 12-year relationship with the former.
Puma have worked with Mercedes since 2012 but are now expected to part ways at season's end, with Adidas set to take over, according to the German publication Bild.
The signing of Mercedes would be a significant coup for Adidas, particularly with Puma being Adidas' lifelong rival after brothers Adolf and Rudolf Dassler, who founded Adidas in 1924, went their separate ways in 1948 with Adolf remaining in charge at Adidas whilst Rudolf founded Puma. Both companies are located in Herzogenaurach, Germany and sponsor several top-flight football clubs, including Real Madrid and Manchester City.
In March 2024, Adidas lost the rights to manufacture the German national football team's kits from 2027 onwards, with American brand Nike being awarded the contract.
Ferrari has collaborated with Puma since 2004, taking over from South Korean brand FILA. The Italian marque also has a lifestyle collection with Puma alongside its F1-specific merchandise.
Puma added Williams to its list of teams for 2024 and also produces merchandise for F1 itself. In addition to its F1 teams, Puma has lifestyle collections with BMW and Porsche.
Other fashion brands who have a presence in F1 include Castore with McLaren and Red Bull, Kappa with Alpine, and Boss with the recently rebranded RB team.
Lewis Hamilton's move to Ferrari in 2025 currently leaves several Mercedes sponsors' futures in limbo. Police Sunglasses, one of Hamilton's personal sponsors, is expected to leave the team, however, it is unclear what their F1 future will be as Ferrari already has a sunglasses sponsor in Ray-Ban.
Other sponsors expected to leave Mercedes at season's end include Swiss luxury watch brand IWC and global hotel chain Ritz Carlton. Monster Energy Drinks, which had sponsored Mercedes since their return to F1 in 2010, left at the end of 2023 to join rivals McLaren.
One longtime sponsor whose future at Mercedes remains in the balance is Tommy Hilfiger, who began sponsoring the team shortly after Hamilton was signed to become an ambassador for the brand in 2018.
Hamilton has a personal collection with Hilfiger and frequently wears the New York designer's clothes when arriving into the F1 paddock.
It had been speculated Hilfiger would follow Hamilton to Ferrari and resume his relationship with the Italian marque, which included a spell as the team's official teamwear supplier from 1998 to 2002.
However, with rival brand Armani being one of Ferrari's official partners, it is unlikely Hilfiger will follow suit.
The signing of Mercedes would be a significant coup for Adidas, particularly with Puma being Adidas' lifelong rival after brothers Adolf and Rudolf Dassler, who founded Adidas in 1924, went their separate ways in 1948 with Adolf remaining in charge at Adidas whilst Rudolf founded Puma. Both companies are located in Herzogenaurach, Germany and sponsor several top-flight football clubs, including Real Madrid and Manchester City.
In March 2024, Adidas lost the rights to manufacture the German national football team's kits from 2027 onwards, with American brand Nike being awarded the contract.
Puma's involvement in Formula 1
Puma has been involved in Formula 1 for over a decade, supplying teams with apparel. The company has previously worked with Mercedes' rivals Red Bull on and off since 2007 before they agreed to switch to British brand Castore for 2023.Ferrari has collaborated with Puma since 2004, taking over from South Korean brand FILA. The Italian marque also has a lifestyle collection with Puma alongside its F1-specific merchandise.
Puma added Williams to its list of teams for 2024 and also produces merchandise for F1 itself. In addition to its F1 teams, Puma has lifestyle collections with BMW and Porsche.
Other fashion brands who have a presence in F1 include Castore with McLaren and Red Bull, Kappa with Alpine, and Boss with the recently rebranded RB team.
Sponsorship changes all round at Mercedes
Adidas' arrival isn't likely to be the only sponsorship change at Mercedes for 2025.Lewis Hamilton's move to Ferrari in 2025 currently leaves several Mercedes sponsors' futures in limbo. Police Sunglasses, one of Hamilton's personal sponsors, is expected to leave the team, however, it is unclear what their F1 future will be as Ferrari already has a sunglasses sponsor in Ray-Ban.
Other sponsors expected to leave Mercedes at season's end include Swiss luxury watch brand IWC and global hotel chain Ritz Carlton. Monster Energy Drinks, which had sponsored Mercedes since their return to F1 in 2010, left at the end of 2023 to join rivals McLaren.
One longtime sponsor whose future at Mercedes remains in the balance is Tommy Hilfiger, who began sponsoring the team shortly after Hamilton was signed to become an ambassador for the brand in 2018.
Hamilton has a personal collection with Hilfiger and frequently wears the New York designer's clothes when arriving into the F1 paddock.
It had been speculated Hilfiger would follow Hamilton to Ferrari and resume his relationship with the Italian marque, which included a spell as the team's official teamwear supplier from 1998 to 2002.
However, with rival brand Armani being one of Ferrari's official partners, it is unlikely Hilfiger will follow suit.
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