Jonas Leo
The Mercedes-AMG Petronas Formula 1 team has officially launched its new 2026 Silver Arrows adidas collection, signaling a significant evolution in its brand and fan engagement strategy as it prepares for upcoming seasons. The unveiling, conducted ahead of the 2025 racing calendar, marks a crucial step in the multi-year partnership established with the global sportswear giant.
The Brackley-based outfit’s official digital platforms describe the collection as "A legacy that never fades," highlighting the fusion of performance heritage with contemporary design. The 2026 adidas x Mercedes-AMG PETRONAS F1 Silver Arrows collection is presented as a line of "modern essentials inspired by a history of speed," aiming to transcend traditional teamwear by offering lifestyle apparel rooted in the team’s storied past.
The newly released range showcases a distinct aesthetic, primarily featuring an off-white and dark grey colour scheme, a departure from the team’s traditional vibrant teal and black. Key pieces in the collection include a track top priced at £110, a polo shirt available for £70, a tote bag retailing at £65, and the ‘Crazychaos 2000’ trainers, offered at £80. The immediate reception from the fanbase has been notably positive, with social media channels quickly filling with praise. One enthusiast commented, "Absolutely cooked with the rugby top," while another added, "These pieces look SO GOOD," indicating an appreciation for the collection’s design and style.
The partnership between Mercedes F1 and adidas was initially announced in 2023, with the multi-year deal officially commencing in 2025. This collaboration followed Mercedes’ parting ways with its previous apparel partner, Tommy Hilfiger, marking a strategic shift towards a brand renowned globally for its deep roots in sports performance and lifestyle fashion. The selection of adidas underscores Mercedes’ ambition to not only enhance its team and fanwear but also to align with a partner that embodies a similar ethos of innovation and excellence.
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At the time of the partnership announcement, Toto Wolff, CEO and Team Principal of the Mercedes F1 Team, articulated the strategic importance of the collaboration. "Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team," Wolff stated. He further elaborated on the synergy between the two entities, noting, "adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships."
Richard Sanders, Chief Commercial Officer of the Mercedes F1 Team, reinforced this perspective, emphasizing the shared commitment to performance. "Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief," Sanders explained. He highlighted adidas’s impressive track record across various sports: "They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honour, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track."
Sanders also touched upon the broader implications for fan engagement, aligning with the sport’s burgeoning global appeal. "Our shared value of innovation will also be focused on bringing a refreshed energy to our wider fanwear ranges. F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear, and accessories that appeal to our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team."
The "next chapter" Wolff references is particularly pertinent for the Mercedes F1 team. Mercedes enjoyed an unprecedented era of dominance in Formula 1, securing eight consecutive Constructors’ Championships from 2014 to 2021, and seven Drivers’ Championships during the same period, six of which were claimed by Lewis Hamilton. Hamilton, who holds the record for most career wins, pole positions, and podium finishes in F1 history, has been the cornerstone of the team’s success. However, the introduction of new technical regulations in 2022 marked a significant shift in the competitive landscape.
Since the regulation changes, Mercedes has faced considerable challenges in adapting its car design, particularly with the "ground effect" aerodynamics. While remaining a front-running team, they have struggled to consistently challenge for race victories and championships, with the 2022 and 2023 seasons yielding only one win (George Russell in Brazil 2022). The 2024 season has shown signs of progress, but the team continues to contend with formidable rivals like Red Bull Racing and Ferrari.
Adding another layer of transformation, Lewis Hamilton is set to depart Mercedes at the end of the 2024 season to join Ferrari in 2025. This highly anticipated move signifies the end of an era for Mercedes and necessitates a strategic rebuild for the team, both on and off the track. The emphasis on a "next chapter" and the pursuit of "world championships" through this partnership with adidas thus takes on a deeper meaning, reflecting the team’s determination to regain its top position amidst significant personnel and competitive shifts. George Russell, who joined Mercedes in 2022, is poised to become the team’s senior driver and a key figure in this rebuilding phase.
The "Silver Arrows" moniker itself carries a rich legacy in motorsport, dating back to the 1930s when Mercedes-Benz racing cars shed their white paint to save weight, revealing the gleaming aluminium beneath. This act inadvertently created an iconic brand identity synonymous with German engineering excellence and pioneering performance. The new adidas collection explicitly draws on this heritage, aiming to connect contemporary fans with the historical roots of the team’s success and innovation.
The decision to partner with adidas also aligns with a broader trend in Formula 1, where teams are increasingly leveraging lifestyle brands to expand their global reach beyond traditional motorsport enthusiasts. The sport’s surging popularity, particularly driven by initiatives like Netflix’s "Drive to Survive" series, has attracted a younger, more diverse audience. Lifestyle collections like the Silver Arrows range capitalize on this "cultural wave," offering apparel that is fashionable and wearable outside of race weekends, thereby broadening the team’s commercial appeal and reinforcing its brand identity as a leader in both performance and style.
As Mercedes F1 navigates a period of significant transition and aims to reclaim its championship-winning form, the partnership with adidas represents a multifaceted strategy. It is not merely about providing team and fanwear but is a deliberate effort to project an image of renewed ambition, innovation, and a deep connection to its illustrious heritage, all while engaging a global audience in an evolving sporting landscape. The 2026 Silver Arrows adidas collection is more than just merchandise; it is a tangible expression of the team’s vision for its future.
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Author Profile
- Jonas Leo is a passionate motorsport journalist and lifelong Formula 1 enthusiast. With a sharp eye for race strategy and driver performance, he brings readers closer to the world of Grand Prix racing through in-depth analysis, breaking news, and exclusive paddock insights. Jonas has covered everything from preseason testing to dramatic title deciders, capturing the emotion and precision that define modern F1. When he’s not tracking lap times or pit stop tactics, he enjoys exploring classic racing archives and writing about the evolution of F1 technology.
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