adidas

Summer Collection

From the trees of the Everglades to the tarmac of the racetrack, the Team and adidas embraced the spirit of Florida throughout the Grand Prix weekend, infusing Miami’s vibrant colours and rich culture into every detail.

The Miami-inspired adidas x Mercedes-AMG PETRONAS F1 Team Summer Collection launched online across both adidas and the Team’s stores ahead of the Grand Prix. Drivers and Team members showcased a variety of looks from the collection on and off the track, with 18 walk-in outfits delivered across the weekend.

The launch marked the Team’s most successful Miami Grand Prix merchandise release to-date. The US and UK remained our highest-revenue markets, while Italy—typically outside our top ten—entered the top five for the first time.

Campaign design elements were evident throughout the race weekend, influencing racewear, hospitality spaces and social graphics, adding a striking visual layer to the already vibrant Miami Grand Prix experience.

Silver Arrows Collection

To commemorate the British Grand Prix, adidas partnered with the Team to unveil the Silver Arrows collection—a fanwear range inspired by the iconic Mercedes-Benz W196, marking 70 years since its championship-winning season.

The collection fused contemporary style with heritage, incorporating silver detailing across hoodies, t-shirts, and caps. A highlight of the range, the hoodie, featured a tartan lining derived from the original seat design of the W196.

The number 25 was subtly integrated throughout the collection, paying tribute to the current Team while echoing the aesthetic of the classic race car—creating a seamless connection between past and present.

adidas also provided bespoke walk-in looks for both drivers, ensuring key pieces were showcased in the paddock and across the weekend to maximize visibility.

Campaign design elements—including the tartan pattern and silver color palette—were consistently applied throughout the Grand Prix weekend, appearing in Silverstone hospitality spaces and across social platforms, reinforcing the heritage theme at every touchpoint.