The upcoming Formula One season is poised for a change in scenery on the pit wall. According to reports, Mercedes is set to swap its team apparel supplier, ending a successful 12-year partnership with Puma.
Stepping in for 2025 will be sportswear giant Adidas, marking a strategic victory for the brand. This shift in sponsorship holds particular weight given the long-standing rivalry between Adidas and Puma.
Born from a sibling squabble in 1948, the two German companies have been locked in fierce competition ever since, both vying for dominance of athletic apparel. Their presence is undeniable in top European football leagues, where they sponsor a multitude of teams.
However, Adidas recently faced a setback by losing the coveted German national team’s kit contract to Nike. Securing Mercedes can be seen as a way to fill that void and solidify their position within of Formula One.
A fixture in the high-octane world of Formula 1, Puma has established itself as a major player in motorsport apparel. Their impressive portfolio includes a longstanding partnership with Ferrari, encompassing both the Scuderia’s racewear and a distinct lifestyle collection.
Puma’s reach extends far beyond individual teams. They recently secured a coveted deal to produce official Formula 1 merchandise, significantly expanding their presence at Grand Prix circuits globally.
This complements their existing collaborations with teams like Williams, further solidifying their position within the F1 paddock.
Puma isn’t alone in the fashion world’s love affair with F1. Other major brands like Castore, Kappa, and Boss have also partnered with teams on the grid, showcasing the growing influence of fashion’s premier motorsport series.
The upcoming season is poised to bring a significant transformation to Mercedes’ sponsorship with several key partners potentially departing alongside Lewis Hamilton’s high-profile switch to Ferrari in 2025.
This driver shift is expected to have a ripple effect, particularly on sponsors closely associated with Hamilton.
Police Sunglasses, a brand prominently featured during Hamilton’s tenure, is likely to follow suit. However, Ferrari already has an established partnership with Ray-Ban for eyewear, leaving Police Sunglasses’ future in Formula 1 uncertain.
Beyond Hamilton’s sponsors, Mercedes itself faces an impending need to secure new partners as luxury watchmaker IWC and global hotel chain Ritz-Carlton are also slated to depart at the end of the season.
This follows the recent exit of Monster Energy Drinks, who ended their long-standing association with Mercedes in 2023 to join rivals McLaren. Adding another layer of intrigue is the unclear future of Tommy Hilfiger.
Their partnership with Mercedes began shortly after signing Hamilton as a brand ambassador in 2018, and their association extends beyond official team wear, influencing even Hamilton’s personal clothing choices.
Speculation swirled about a potential Hilfiger reunion with Ferrari, where they were the official team wear supplier from 1998 to 2002. However, the presence of Armani, another fashion brand, as a current Ferrari partner throws cold water on that theory.
With several sponsors potentially exiting and Lewis Hamilton’s era at Mercedes drawing to a close, the upcoming season promises a period of significant change for the team’s commercial requiring them to find new partners to fill the void and forge fresh alliances.
