- Mercedes-AMG PETRONAS F1 Team

Part 1 : Puerto Rico Demo Run

For adidas Originals, culture has always been a catalyst for creativity — and in Puerto Rico, that vision took centre stage. To mark five years of partnership with Bad Bunny, adidas delivered a high-impact, multi-sensory brand takeover that brought sport, identity and storytelling into direct dialogue. With one of the world’s most influential cultural figures at the core, the activation served as a powerful showcase of what’s possible when brand and creative vision align.

Team Social Results

46M
Impressions
1.6M
Engagements
3.5%
Engagement Rate

Activation Overview

To kick off the weekend, adidas Originals, Bad Bunny, and the Mercedes-AMG PETRONAS F1 Team brought the excitement of Formula 1 to the streets of Puerto Rico for the very first time. On Saturday morning, the energy was electric as more than 12,000 fans lined the iconic Puente Dos Hermanos to witness a historic moment — the first-ever F1 car demo run through the heart of San Juan.

With Bad Bunny officially welcomed as an honorary member of the Mercedes-AMG PETRONAS F1 Team, Esteban Gutiérrez took to the streets for a high-energy showcase filled with burnouts, donuts, and celebration laps — blurring the lines between motorsport and live performance.

Adding to the momentum, adidas and the Mercedes-AMG PETRONAS F1 Team hosted a pop-up exhibit outside the Coliseo, featuring authentic gear from the F1 archives — from race gloves and boots to original Team memorabilia. The exhibit also teased an exciting upcoming product drop: the Adiracer GT, a collaboration between adidas Originals, Bad Bunny and the Mercedes-AMG PETRONAS F1 Team.

That night, the partnership took centre stage — literally — as Benito debuted the unreleased sneaker during his Saturday performance, transforming the moment into a global sneak peek and sparking serious anticipation.

Objectives

As Bad Bunny continued his sold-out No Me Quiero Ir de Aquí residency at the Coliseo de Puerto Rico, his partnership with adidas Originals and the Mercedes-AMG PETRONAS F1 Team built even more momentum. Together, the objective was to spotlight Puerto Rico on the global stage and create an authentic connection with Bad Bunny’s audience.

The goal: fuse culture, sport and style while deepening brand ties between Bad Bunny, adidas, and Mercedes F1. With a longer-term strategy in place, this partnership sets the foundation for future collections rooted in innovation and cultural relevance.

Part 2 : adidas x Bad Bunny x Mercedes-AMG PETRONAS F1 Team Collection

First teased at the Puerto Rico Demo Run and launched during the Mexican Grand Prix, the exclusive collection became one of the Team’s most successful merchandise drops to date—sparking global buzz and making waves in the fashion world

Team Social Results

83M
Impressions
4.2M
Engagements
5.1%
Engagement Rate

Collection Overview

The collaboration celebrated movement and innovation as Bad Bunny officially joined the Mercedes-AMG PETRONAS F1 Team, infusing motorsport with his fearless creative energy.

Through Bad Bunny’s cultural lens, the apparel collection reimagined racing heritage, showcasing bold graphics, premium materials, and a distinctive “94” motif—a nod to his birth year and race numbers.

Coveted pieces included the Adiracer GT, racing gloves, a fan-favourite jacket, and other exclusive items designed for fans and collectors alike.

To coincide with the Mexican GP, the collection launched exclusively on the Team shop, with both drivers sporting the looks throughout the weekend—sparking widespread coverage and fan excitement.

Later, on November 17th, the collection expanded to adidas online stores and select high-end retailers, amplifying its reach and desirability.

Objectives

Build a genuine connection with Bad Bunny’s audience while strategically targeting both the U.S. and LATAM markets with this exclusive merchandise drop.
Engage young Millennials and Gen Z—key demographics with significant spending power.
Leverage the campaign as a catalyst to drive U.S. distributor buy-in and broaden product placement opportunities.

Back to Activation Home Page