After Audi and Mercedes, the Milton Keynes team will be the third on the grid to be supplied by the German brand
The German brand expands its portfolio
Adidas is continuing its highly aggressive expansion strategy in Formula 1, further strengthening its presence in what is increasingly becoming a direct battle with its compatriot Puma for the supply of team apparel across the F1 grid.
Following agreements already secured with Audi and Mercedes, Adidas has now reached a deal with Red Bull, with the Milton Keynes-based team set to wear Adidas-branded technical clothing starting from the 2027 Formula 1 season. This latest move confirms the German manufacturer’s intent to establish itself as a key player in the paddock, targeting some of the most competitive teams in the championship.
According to reports from Bild, Adidas will pay Red Bull approximately €27 million per season, a figure that aligns closely with the amounts already agreed in its partnerships with both Audi and Mercedes. The scale of the investment highlights the growing commercial importance of Formula 1, as well as the increasing value of branding and technical apparel deals within the sport.
The agreement reached with Red Bull allows Adidas to effectively level the playing field with Puma when it comes to top-tier teams. From 2027 onwards, Adidas will “dress” both Mercedes and Red Bull, while Puma will continue its long-standing partnerships with Ferrari and McLaren, creating a clear split between the two German sportswear giants at the very top of Formula 1.
The entry of Adidas as a major player across three top-tier teams therefore signals a new era of commercial competition in F1. With Red Bull now locked into a long-term, lucrative agreement, the Milton Keynes team has secured its off-track future while it focuses on reclaiming its technical dominance. As 2027 approaches, the three-stripes branding will become a common sight on the podium, solidifying Adidas’s position as a cornerstone of the modern Formula 1 lifestyle.
Leave a Reply