Adidas seeks partnership with a Formula 1 team. "We are working on it, we are talking to various teams," confirmed CEO Björn Gulden to the Frankfurter Allgemeine Sonntagszeitung. This confirmation follows speculation from the motorsport industry.

Gulden emphasized that the planned collaboration is not just about marketing. "The teams also sell a lot of licensed products, similar to football clubs," he explained. He also emphasized the idea of innovation. In motorsport, lightness, safety, and quality are of great importance, and there are very strict regulations. "These are interesting tasks for our shoemakers.

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"Gulden did not specify a concrete time for the new engagement. 'We are not yet at the point where there is anything to announce,' he said. Most Formula 1 teams have contracts until 2026, which makes a short-term partnership difficult.

Gulden, who was at the helm of competitor Puma before his switch to Adidas, is already well acquainted with Formula 1. Puma currently outfits the Mercedes Formula 1 team.

Adidas' interest in Formula 1 reflects the growing trend of sports apparel manufacturers expanding their reach through partnerships in various sports. With a potential collaboration, Adidas could strengthen its position in motorsport and benefit from the global popularity of Formula 1.